Manitoba Hydro – Power Smart Campaign
Case Study
In 2007, Manitoba Hydro initiated new Power Smart programs and incentives to motivate homeowners to adopt energy efficient habits and technologies. At the time, many Manitobans believed that saving energy required expensive home renovations, which was a primary barrier in engaging them in Power Smart programs. To assure consumers that small improvements are easy to make and will save them money, MCG developed a multi-media campaign. A major feature of the ongoing campaign is the creation of a miniature house and homeowner to show how small changes add up.
“Small Changes Add Up” Campaign
Out-of-home
MCG created several billboards that featured the miniature homeowner sharing energy- and money-saving tips.
Building Mural
Billboard
Silver Boxes
Transit
MCG transformed Winnipeg’s Downtown Spirit bus into a Power Smart home on wheels.
Monthly print ads shared additional Power Smart technologies and tips.
Radio
A series of 15-second radio spots were developed, each one highlighting a different Power Smart tip.
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Web ads
Geo-targeted Internet ads reached those Manitobans thinking about home renovations. The web ads directed them to the Power Smart website.
Microsite
All ads directed audiences to manitobapowersmart.ca, where they could access detailed information on programs and tips on energy efficiency. An interactive module allowed visitors to walk through a digital version of the miniature home and tour its Power Smart technologies.
Television
TV spots propelled the early stages of the campaign. They feature a little homeowner solving energy-related problems with simple Power Smart solutions.
Results
According to a National BBM RTS survey, Winnipeg is the only city where more than 20% of people doing home improvements have undertaken specific “Energy Conservation Projects” in the past two years. The next highest ranked city is Toronto at 15.5%.
The number of visitors to the manitobapowersmart.ca website doubled when the advertising was most concentrated.
The miniature homeowner and home continue to be icons of Power Smart and saving energy in Manitoba.
