BC Hydro

BC Hydro is faced with a unique marketing challenge: trying to get British Columbians to use less of what it sells – electricity.

Research showed that customers knew how to use less energy; they just weren’t clear on why they should bother. When compared to other wasteful behaviour, energy waste isn’t seen to be as bad, but why is that? This question sparked the solution.

A campaign launched with television showing scenes of over-the-top waste, like using excessive amounts of paper towel to dry your hands, compared to a family leaving the lights on. It was summed up with the observation, “The most ridiculous thing about wasting power is that for some reason, we don’t think it’s ridiculous.”

The same wasteful behaviour was brought to print, and in OOH executions, BC Hydro turned off a tri-board, removed unnecessary bulbs from a backlit TSA and used a motion sensor so a board only lit up when someone walked by.

Advertising drove to retailer partners that offered incentives for things like energy-efficient lighting. And paid media supported the BC Hydro program that offers free pick-up and a $30 incentive to recycle old fridges.

All communications drove to www.powersmart.ca, which housed video, an interactive game and links to Power Smart programs and deals.

Through BC Hydro’s social platforms, local bloggers were tapped, video messages from celebrities were used and Facebook “likes” were encouraged through retail incentives.

In total, 91% of British Columbians agreed that they would be “doing more” to save power since seeing the campaign (an increase of 6%). Online, visits to the residential section of Powersmart.ca were up 365% from the previous month, and in social media there was 4,300 new fans (703% increase), and 700 new followers (54% increase).