Media Innovation Awards
Utilities & Energy
- To promote the use of compact fluorescent lamps versus regular light bulbs.
- To remind consumers about compact fluorescent lamps and provoke their interest.
Consumers who are energy-saving conscious or willing to save energy.
Strategy and Media Used:
Hydro-Québec has encouraged the use of compact fluorescent lamps for years through rebate programs. This campaign positioned compact fluorescent lamps as being easily adaptable in stylish decors. The use of out-of-home and online media highlighted the lamps visual nature. Transit shelters were showcasing flower bouquets made of compact fluorescent lamps, while energy consumption was monitored, ensuring that less energy was used compared to the usual lighting. Online, a mouse-over interactive banner featuring a new compact fluorescent lamp model was developed. Once activated, a stylish lamp would be lowered over content while other elements on the page darkened to further emphasize the effect of compact fluorescent lamps.
The transit shelter executions benefited from positive social media buzz. According to research, public appreciation of the campaign raised from the usual 50% to 90% and 61% of consumers associated the campaign with the advertiser versus the normal 44%. The coupon redemption rate also increased.