Public Utility - "Change A Light"

DDB San Francisco

DDB San Francisco San Francisco, Estados Unidos

Premios

3014

This ad is part of the ACT Responsible Collection

Marca: Public Utility
País: Estados Unidos

Anunciante: Southern California Edison

Título	Change A Light
Agencia	DDB San Francisco
Campaña	Change A Light
Anunciante	Southern California Edison
Marca	Public Utility
Posted	Febrero 2008
Producto	Utility/Service
Sector Empresarial	Servicios domésticos
Lema	Change a Light, Change the World
Sinopsis	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!
Filosofía	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.
Problema	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 fathers fluorescents) by letting customers know that they wont sacrifice quality, can save money, and help the environment. SCEs 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.
Resultado	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
Medio	Interactivo
Mercado	Estados Unidos
Más información	ddbla.com/awards/sce/cflEmail/
Director de cuentas	Robin Burns
Director creativo	Helene Cote
Director creativo	Barry Fiske
Director ejecutivo de creación	Mark Monteiro
Ejecutivo de cuentas	Iana Oviedo