Public Utility - "Change A Light"

DDB San Francisco

DDB San Francisco San Francisco, 美国

奖项

3029

该广告属于ACT Responsible项目展品

品牌: Public Utility
国家: 美国

广告主: Southern California Edison

标题	Change A Light
广告公司	DDB San Francisco
广告战役	Change A Light
广告主	Southern California Edison
品牌	Public Utility
Posted	2月 2008
产品	Utility/Service
行业领域	消费者及公共服务
广告口号	Change a Light, Change the World
剧情简介	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!
哲学	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.
问题	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.
结果	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
媒体类别	互动
市场	美国
更多信息	ddbla.com/awards/sce/cflEmail/
客户总监	Robin Burns
创意总监	Helene Cote
创意总监	Barry Fiske
执行创意总监	Mark Monteiro
客户主管	Iana Oviedo