Mark Monteiro
Executive Creative Director at David&Goliath
El Segundo, Vereinigte Staaten von Amerika
TitelChange A Light
Agentur
Kampagne Change A Light
Werbende Southern California Edison
Marke Public Utility
PostedFebruar 2008
Produkt Utility/Service
Geschäftsbereich Dienste an Privatperson
Slogan Change a Light, Change the World
Story In October 2007, SCE partnered with Energy Star as a pledge driver in their “Change a Light” campaign, which is a national challenge to encourage every American to help change the world, one light — one energy-saving step — at a time. Goal: encourage 50,000 people to make a pledge to purchase 200,000 bulbs by December 31, 2007. Start to finish: 12 short weeks!
Philosophie Several tactics were implemented, including Live Events - 26 events from October 12 through December 23, 2007, which targeted all segments of the Southern California population (e.g., 3rd Street Promenade, Wal-Mart, Indio Tamale Festival, Vons, Galaxy Game, Pomona Home Show, etc.). Materials included all staging elements as well as pledge forms, CFL fact sheets, mercury fact sheets, and SCE-branded “Change a Light, Change the World” natural woven bracelets. Direct Advertising included Mail: 1.45 million self-mailers sent to SCE customers in November and December; E-mail - HTML and text e-mails sent to 341,000 SCE customers in November; Bill Inserts - sent to 2 million SCE customers in the October billing cycle.
Problem The strategy was to create an integrated fall lighting campaign under the umbrella “Change a Light, Change the World,” but customized for the SCE brand. There was also the effort to mitigate the barriers (“Not your father’s fluorescents”) by letting customers know that they won’t sacrifice quality, can save money, and help the environment. SCE’s low-income and school CFL programs were maximized to create a strong PR push to attract the attention of media and consumers, and enhance receptiveness to ongoing mass-media messages in both general and ethnic markets. Another powerful strategy was to build a strong promotional component to build awareness and participation.
Ergebnis Direct mail: 28,594 pledges, 361,155 bulbs pledged
Events: 28,359 pledges, 257,334 bulbs pledged
Goal: 50,000 pledges, 200,000 bulbs pledged
Total: 56,953 pledges, 618,489 bulbs pledged
Over +6,953 pledges, +418,489 bulbs pledged.

Campaign Awareness Goal: 53%
Actual Awareness Results: 61%

A 373M kW reduction in energy use, and a reduction of 468M lbs of Greenhouse Gases
Medientyp Interaktiv
Markt Vereinigte Staaten von Amerika
Mehr Informationen ddbla.com/awards/sce/cflEmail/
Etatdirektor
Creative Director
Creative Director
Executive Creative Director
Account Executive

An diesem Projekt beteiligte Leute

Talente, die Sie interessieren könnten

Im Trend

Ein kostenloses Talentprofil erstellen Mitglied von AdForum werden

Los geht's