September 27, 2013 - Enersource today launched the Green Family Challenge—a consumer campaign focused on energy conservation in the City of Mississauga, Ont.—which provides incentives for families to participate in various programs to reduce their electricity consumption.
By Anthony Capkun
Developed by marketing and communication agency 5th Business, the six-month initiative is the first time, it says, that singular Ontario Power Authority (OPA) mandated programs have been linked through an overarching branding approach to encourage consumers to participate in multiple programs through a fully integrated, cross-promotional strategy.
“When just 25% of Canadians have participated in an energy incentive or rebate program and one-third of Canadians haven’t done anything to conserve energy because of cost, energy providers have been left looking for new approaches to help them in achieving conservation demand management targets. We need to get people’s attention and we need to get them to act,” said 5th business vice-president client services, Margo Hunnisett.
Participants will be directed to the challenge website to participate in six different initiatives ranging from requesting energy-saving product coupons, old appliance pick-up, obtaining a free programmable thermostat and requesting paperless billing. And, for each activity, points will be awarded for draws to win prizes including a family trip to Costa Rica.
“The Green Family Challenge concept and its creative were researched extensively in the months preceding the campaign to ensure clarity, motivational impact and alignment with Enersource’s brand values,” added Hunnisett. “It was critical that we create a strong connection with the consumer that delivered beyond market norms to encourage consumers to conserve energy.”