The Electricity Savings Campaign
Helping The City of Cape Town save electricity and money.
Insight:
By 2016, the price of our electricity will be 415% more expensive than in 2007. Building more coal-fired power stations isn’t the answer. The cost affects consumers’ pockets and costs the environment too.
Solution:
We created a new, simple icon for saving electricity and targeted consumers with a dual-prong approach: rational reasons when they were more likely to be receptive to rational messages, emotional reasons when they were more likely to be motivated by emotional messages.
How it worked:
Broad reach media was planned to gain traction and was leveraged primarily through press, radio and PR. Targeted experiential activations, a saving-tips mobile app, website with immersive savings calculators, inserts and posters served up practical advice on saving electricity.
Results:
- The campaign saw a normalised saving of 10% by Capetonians
- The Save icon, licensed through Creative Commons, and communications
material was taken up 4 municipalities in South Africa, the USA and Canada
material was taken up 4 municipalities in South Africa, the USA and Canada
- The inflatable cooling tower has been re-purposed by Greenpeace and is being
used in Scandinavian countries in their campaign
used in Scandinavian countries in their campaign
- The City of Cape Town’s Electricity Savings Campaign was a joint winner in
‘Energy Efficiency Awareness’ category 2013
‘Energy Efficiency Awareness’ category 2013
- Our contribution to The City Of Cape Town’s Electricity Savings Campaign
received an honourable mention at the 2012 Guangzhou Awards ceremony
received an honourable mention at the 2012 Guangzhou Awards ceremony
