Schneider Electric - Take Charge

How do you inspire people to fight a threat they’ve never heard of?
By giving it a name and a face. “Energy vampires” turns standby power into a villain you can finally see. Take Charge reframes everyday electronics as silent thieves of energy and money, then positions Schneider as the way to regain control of your home.

Audience:

Affluent, tech-forward homeowners (often with multiple properties) who live/work in major cities. They invest early in modern “clean living” upgrades (solar, EVs, smart home tech) and want their homes to be more efficient, self-sustaining, and easy to manage remotely.

What they think:

Owning the newest sustainable tech is part status symbol, part responsibility. They notice rising electricity costs and increased demand from electrification (EV charging, more devices), but they don’t realize their homes still waste power when things look “off.”

The tension:

They’ve upgraded to a modern, sustainable lifestyle, yet they’re still losing energy (and money) invisibly—especially across multiple homes.

Insight:

People don’t change what they can’t see. “Off” feels like control—until you reveal what’s still draining power in the background. (NRDC estimates that always-on/idle electricity can cost U.S. households about $165/year on average.)

SMCI (single-most compelling idea):

Total control of all the electricity in your home.

Reasons to believe:

• Save money: cut waste from always-on devices and manage usage more precisely.

• Save time: monitor and manage home energy even when you’re not there (ideal for second properties).

• Incentives: the IRS Residential Clean Energy Credit is 30% for qualified clean energy property installed through Dec 31, 2025.

Where to reach them:

Airports, EV charging stations, premium gyms, high-end retail/mall environments, and design/tech/business media (e.g., Architectural Digest, Wired, Forbes, Bloomberg).