There's no getting around the fact that for most people, the most compelling reason for being efficient is that they'll save money. They don't want to know why they need a programmable thermostat or low-flow shower head. They just want to know that using those things will lead to more money in their pockets.
That's why our new efficiency campaign for National Grid is less about all the specific things people need to do, and more about how easy it is to save money. Rather than plug rebates or programs, we focused on how simple it is to make efficiency an everyday part of your life.
The campaign uses online video in a number of ways to tease the value of efficiency while encouraging people to engage at a deeper level. A series of pre-roll videos were produced, each one re-enforcing the idea "when you make efficiency a part of your life, it pays." Radio, print, and rich media were also in the mix, all driving people to an online experience where they could see more video content and learn how to get started.
The concept centers around how easy it can be to feel rewarded by being more efficient. Convert your lights to CFL, find some cash. Clean out the dryer's lint tray every few weeks, find some more. Nothing over the top; no promises of saving hundreds of dollars all at once. Just easy fixes for easy savings.
And no over-the-top production either. Everything had to be believable. Indeed, keeping it simple is what the whole thing was all about. Efficiency isn't hard after all, it's a snap.
From the get-go, we wanted to create a campaign that was on-brand for National Grid, while also serving as a unique idea around efficiency. In fact, that has been our approach all along with National Grid. Create compelling creative but do so in a way that stays true to the brand, keeping everything authentic, informative, and human. And so far, it's paying off.