Description: Conservation was facing a crisis in Ontario. People were no longer seeing monetary savings on their bills as electricity prices increased year over year, and they began quickly losing faith in conservation. To tackle this problem, the Independent Electricity System Operator asked for our help in relaunching their electricity conservation brand, Save on Energy.
We undertook a complete repositioning exercise that attempts to show Ontarians that there are many other benefits to conservation that they may not realize. Energy efficiency upgrades can improve comfort in the home, safety in the workplace, and much, much more. We rebranded Save on Energy and gave it a new tagline, Power What’s Next, to help bring the new positioning to life.
To relaunch the brand, we developed three thirty second spots that told the stories of Ontario businesses and families that saw unexpected benefits from energy conservation. We also brought their stories together in a manifesto-style sixty second spot. To complement the advertising campaign, we also developed a unique online hub called PowerWhatsNext.ca to encourage Ontarians to find out how they too can reap the unexpected benefits of energy conservation.
So far, the results have been fantastic, with positive public support for the new Save on Energy and norm-breaking campaign success metrics.