Outdoor is enjoying a bit of a resurgence at the moment, with an increase in revenue and creative campaigns like the MetService see-through billboard and Fly Buys' 'Little Bit Good' using the medium to good effect and capturing a fair swag of attention, both in the real world and online. And now Ogilvy & Mather has come to the party with its campaign for the Energy Efficiency and Conservation Authority (EECA), which shows exactly how much consumers could save if they owned an appliance bearing the Energy Star mark.
In the eyes of many consumers, electricity is invisible. Most of the electricity retailers are currently working on schemes to keep tabs on power use, but it's only when the bill arrives that most realise how much power they’re using—and, in many cases, wasting. Buying appliances and products that use less energy saves money. And the Energy Star mark, which is different than but related to the energy rating, aims to show just how efficient those products and appliances are.
Only the most energy efficient get the mark, which can be found in New Zealand on a growing number of product categories, including whiteware, home electronics, heat pumps, lighting and office equipment.
To make the annual savings tangible for consumers, Ogilvy & Mather NZ took to the streets, with Adshels featuring eggs (props, not freshies) and washing powder, as well as a 50 litre, three-dimensional milk carton placed on a billboard (the best use of outdoor has to be Clemenger BBDO's beer-brewing Adshel).
"Awareness of the Energy Star mark hit an all time high in March, and we think that the Adshels and billboards played a big role in this," says Simon O’Brien, EECA’s products & transport marketing account manager, says. "They’re a really innovative part of a wider integrated campaign that is on track to exceed targets this year. They’ve certainly attracted plenty of attention with the great creative."