Avoid Energy Drama

The Challenge

Shelton Group joined forces with Michigan Saves, Consumers Energy, DTE Energy and Dow Building Solutions to increase energy efficiency in Michigan. Our goal: to motivate Michigan homeowners to take stock of their home’s efficiency and then take action. A PSA campaign was the perfect vehicle to take our message across the state.

The Insight

Each of the sponsor organizations faced the same conundrum: how do you motivate homeowners to improve efficiency? We know that about half of homeowners around the country think their homes are already efficient. So they just don’t give the issue any more thought – and they don’t realize they’re missing a big opportunity to save money and stay comfy.

Michigan homeowners were no different. We needed to wake them up to that fact with a splash of humor and real life.

The Solution

Our PSA campaign, “Avoid Energy Drama,” connected efficiency (and the lack thereof) with a memorable and relatable scenario: everyday family drama. By putting a light-hearted spin on common household conflicts, we helped the audience see they did indeed have an efficiency problem – and our sponsors had solutions. Videos, banner ads and social media directed Michiganders to AvoidEnergyDrama.com for practical solutions to their personal energy dramas.

The PSA campaign garnered more than twice as many broadcast impressions as projected, totaling approximately 35 million from unpaid media – nearly equivalent to a $1 million media buy. Unaided recall of the campaign came in at 19% (excellent results for a paid campaign, much less a PSA campaign). One in four website visitors requested more information about an energy audit and/or clicked through to a sponsor’s website, and Michigan Saves received more than double their goal for energy efficiency loan inquiries during the campaign’s run.

million impressions from unpaid media

%

online conversion rate

TV Commercials

Microsite

Web Banners

Twitter

 

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