CLIENT : TORONTO HYDRO
Less is More
Campaigns / Strategic Planning / Creative / Video / Media Planning
The Challenge
Energy use in Toronto’s office towers, condos and other large buildings is responsible for nearly half of the city’s greenhouse gas (GHG) emissions. About 22% is attributable to electricity. To address this problem, the City of Toronto and the province of Ontario set aggressive targets to curb emissions and help fight climate change. Toronto Hydro’s target to reduce citywide electricity usage was 154 GWh.
The Work
We make messages “pop” in all media, the “Less is More” campaign featured a vibrant, illustrated approach with highly distinctive colors, font treatments, bold infographics, illustrations and animations. The illustrative approach also allowed greater control over customer representation so we could develop a trademark style for the seven target business sectors that offered the greatest potential.
We developed a multi-channel campaign. It included online ads, programmatic online radio, newspaper and trade publication inserts, billboards, airport screens, traditional radio and eblasts. This multi-lingual campaign was developed and deployed to promote how energy efficiency could help building owners and property managers to lower energy use, boost the bottom line, reduce emissions and fight climate change.
The Impact
275+ million impressions, surpassing targets and expectations - 321% increase in website traffic to the small business landing page - 348 inbound calls to the business hotline - 83% beyond the citywide electricity usage goal of 154 GWh