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Outdoor
PECO Smart Home E-Audit: Waster/Saver
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In an integrated, $1 million TV, out-of-home, radio and online conservation campaign, customers with wasteful energy habits are portrayed as monsters, a shaky starting point, and the executional strategy was, "Tread lightly!" The monster suits (stitched former Muppet-makers) are intended to be friendly-looking, with facial characteristics custom designed to mimic the actual actor/model's.
Larger-than-lifesize lenticular, aka "winkie," transit posters flip back and forth (sans elecricity!) from old monster to new proud energy saver. In the TV a monster/waster runs the dishwasher with one fork, turns on way too many lights, and oversteams the bathroom then reforms. We see him smile when his monster kids still leave the door ajar. The conservation effort, an outgrowth of an initiative by Pennsylvania's Public Utility Commission to bring a 2.9% reduction in power usage statewide by May of 2016, comes on the heels of a previously targeted 3% reduction, a goal that PECO met, ahead of schedule, with a campaign portraying energy-wasting appliances as monsters, and offering rebates for trading those appliances in.
Assistant Director: Steve Paddocks Related |
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