takeCHARGE wins CASSIE for Sustained Success
takeCHARGE has received a CASSIE for the Sustained Success of its programmable thermostat campaign with m5. The CASSIES are one of Canada’s premier marketing awards and the Sustained Success category recognizes brands that have continually improved results over three years or more.
takeCHARGE is responsible for the promotion of electricity efficiency and conservation in Newfoundland and Labrador and have selected m5 as their agency of record since 2014.
Programmable thermostats help consumers decrease their electricity consumption, but they were being outsold by the less efficient manual dial thermostats. These systems are like thieves in a person’s home, stealing their energy and money. So m5 invented the Scallywags to personify energy loss. Rather than talking to consumers about potential future savings, the campaign focused on the loss consumers incur everyday they don’t take action.
Launched in September 2014, the integrated campaign ran across TV, radio, social and digital media. Commercials, by m5, showed the thermostat’s location on the wall as if it was a crime scene, while digital and print “wanted” posters offered a reward to those who turn in their dials. Meanwhile, on radio messages rose temperatures even higher, helping the consumer understand the current loss and potential savings.
Over a three-year period there was a 103% increase in customers purchasing programmable thermostats and submitting rebates, which led to a 112% increase in energy savings. Awareness of the thermostat program increased from 39% in 2013 to 56% in 2016, with aided awareness of the takeCHARGE brand increasing from 64% to 82%.
Congratulations to takeCHARGE and all the customers who saved. Watch the case study for more!
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