Nova Scotia Power case study
(106k, Acrobat (.pdf) format)
Newspapers change perceptions
This newspaper-led integrated campaign delivered a local message with a strong visual and call to action!
Marking objective
To encourage Nova Scotians to save energy by highlighting that everyone can do their bit. The campaign, similar to Energy Australia's "Saves Energy" campaign, also emphasises that changing power consumption habits were so simple, it can be incorporated into anyone’s life.
Advertising plan
To reach the Nova Scotia community, newspapers, TV, web and transit were used to convey the message. Local newspaper advertising was chosen as a key element of the plan as it could deliver a visual message as well as copy.
An integral element of the communication was to direct consumers to the brand’s website where further energy saving tips were available. This was noted at the bottom of each newspaper ad.
Creative concept
The campaign is memorable as it portrays a collection of characters who have odd-ball beliefs – alien abductions, pixies, and that Elvis is alive and living in Dartmouth – but who also take reasonable steps to conserve electricity through using programmable thermostats, washing laundry with cold water
and hanging clothes to dry.
Results
Not only was the newspaper campaign award winning but ad tracking results are indicating that perceptions of energy consumption and NS Power themselves are changing.
What the client said
"People are inundated with marketing messages everyday, but Extreme Group’s newspaper-led campaign helped us capture attention and remind customers there are simple things anyone can do to reduce their power bill."
- Alan Richardson, Vice President, Commercial, Nova Scotia Power.
Download a one-page summary of the case study below.
Source: Canadian Newspaper Association.
