BC Hydro is using facts and a little fun, with a nod to cat videos, to get consumers thinking about how to use less energy, and save money at the same time.
The Crown corporation’s spring advertising campaign shows consumers how long they can read (300% more bedtime stories) if they use LED lights and how much longer they can play video games (125% more Star Wars Battlefront and Halo 5) if they turn off their console instead of putting it on standby mode.
Smartphones can play 1,000% more cat videos than laptops, claims the new campaign, developed by Taxi Vancouver.
The goal is to provide some interesting energy-saving facts, backed by strong visuals, to show consumers how much they can get from same amount of power, while saving money on their electricity bills.
The tone is informative with a bit of fun, but nothing too goofy, said Taxi Vancouver creative director Jay Gundzik.
“BC Hydro wanted to portray their brand as smart and helpful, not shticky,” Gundzik told Marketing.
Taxi Vancouver also partnered with Cristiano Correa to create all the images as CGI, including the model home on powersmart.ca.
The campaign includes online video, interactive infographics on the BC Hydro powersmart.ca website and social media elements. There are also some 10-to-15 second TV spots, as well as radio ads and out-of-home placements at transit stops and stations.
Gundzik said the campaign was mostly digital, which allows BC Hydro to better measure its reach. The YouTube video has reached nearly one million views since it went live late February.
The campaign also includes a contest to win an Samsung entertainment package; including a 55-inch smart TV and soundbar.
The spring campaign is a follow-up the “Offtober” work Taxi did for the company last fall. The agency started working with BC Hydro in 2014 with its first Offtober campaign.
