How to convince your customers to use less of your product
Toronto Hydro supplies electricity to the city’s residential and business customers. They also encourage customers to get the most value from the energy they use. In the summer of 2007, they focused on the business segment, asking them to reduce their use over the hot summer months – the months when demand and stress on the system is the highest.
Objective
Toronto’s businesses account for 20% of Toronto Hydro’s customer base. However, they’re responsible for 80% of the City’s electricity use. One of Toronto Hydro’s top priorities was to scale back energy usage over the critical summer months by asking customers to find ways to simply use less.
Goal
The goal was to ensure that Toronto Hydro’s customers were aware of this program, and the significant incentive they could earn by using 10% less electricity over July and August.
Solution
Toronto Hydro offered a 10% credit on a fall bill if the customer reduced their use by 10% over the summer. Using this simple and powerful message, Context worked with Toronto Hydro to roll out Summer Challenge for business.
We photographed Toronto Hydro customers in their business locations, putting them front and centre in this multi-media campaign. Businesses were encouraged to reduce their consumption by 10% between July 1 and August 31 and earn a 10% credit on their fall electricity bill.
Project Scope
• A set of 9 teaser postcards featuring Toronto business owners
• One 8-page (FSI) and one 4-page tabloid-size (2nd FSI) direct mail pieces to launch the program
• Direct mail (small and mid-size business customers) reaching 52,000
• Direct mail (large business customers) reaching 1,000
• Digital video boards
• Half-page newspaper ads (English and Chinese)
• Elevator wraps
• Elevator media – Captivate Network
• Online ads
• Web content and Media resources
• E-mail and Press releases
• Posters – Community affiliations
• Mid-campaign direct mail reaching 52,000
• Mid-campaign (3rd FSI)
• Street teams, community events and neighborhood postal walks
• Summer Challenge / BIP segue direct mail and ad
• Community Recognition ads
• Customer bill insert
Results
42 million kWh target
Over 87 million kWhs saved
70% campaign awareness
Research showed the campaign had over 70% awareness among its target market, and Toronto Hydro exceeded their goals for electricity savings over the summer.
Total Campaign Effectiveness
12,902 businesses achieved the 10% reduction of electricity use (approximately 24% of businesses).
An additional 4,197 business customers saw a reduction of between 6% and 9.5%.
Total media campaign impressions:
18+ 45,251,732
Professionals/
Business Owners 1,328,400
Total online campaign impressions
Total display ad impressions 2,462,496
Total click-through rate 3,314
Total e-mail impressions
Total standalone e-mails 9,351
Total viewed/opened 5,167
Total click-through rate 102
TorontoHydro.com/bizchallenge visits
June 1,621
July 3,404
August 771
September 485
Project Team
Creative Director: Lionel Gadoury
Copywriter: Andy Strote
Designer: Scott Leder
Project Manager: Jennifer Wilson
Mark Peter Drolet: Photographer
Awards
RGD Design At Work 2007
