Change Your ThermoSTAT!  |

With a wealth of experience developing educational tools to promote energy conservation, Brickworks responded to an RFP from Hydro Ottawa to promote its 2008 peaksaver program. This program targets households with central air conditioning, who could join thousands of Ontarians to combat peak loads during hot summer days - and receive a free professionally installed, programmable thermostat. Brickworks felt there was a significant opportunity to re-work the way benefits of joining the program were being communicated to Hydro Ottawa's customers. Our concepts focused entirely on the benefits to the consumers while still explaining the intricacies of the program in a simple way. The selected concept that was used in a large Direct Mail campaign, newspaper advertising and throughout other print pieces, was "Change Your ThermoSTAT". This play on words targeted households with central air conditioning and created a sense of urgency but focused on 'what's in it for me?'. This message, supported by a strong graphic approach using heavy black type against Hydro Ottawa's corporate yellow, resulted in a unique, powerful message that was extremely well received. In fact, other hydro utilities in the province approached Brickworks to share the same concept for their campaigns... more »