SA Energy Efficiency Label
Educate South Africans about the Energy Label.
In conjunction with the Department of Mineral Resources & Energy and the UNDP (United Nations Development Programme) the Appliance Standards and Labelling Regulations was developed to protect consumers from purchasing appliances that use a wasteful amount of energy and to ensure that consumers can easily understand the estimated energy consumption of an appliance before purchasing it.
We were approached to develop a campaign aimed at households across South Africa to educate South Africans about sustainable energy usage, to increase awareness of the energy label.
Campaign Strategy & Concept
Social Media Strategy & Implementation
Social Media Community Management
Posters & T-Shirt Designs
Radio Adverts in Multiple South African Languages
Point of Sale Design
Digital Marketing Strategy & Implementation
E-Mailers & Mailing Lists
The campaign was supported by a strong digital presence using all available channels such as Facebook, Twitter, Google Search Ads, Display Advertising and various Online Surveys - all tied together with a competition featuring instant airtime and data prizes.
Old School Technology to Reach the Masses!
A key component of the campaign relied on a USSD survey competition that enabled participation in the campaign by rural South Africans where access to smartphones and data is limited.
We educated users and conducted research simultaneously while offering respondents instant airtime & data prizes for completing the survey.
The campaign was supported by retail point-of-sale displays and a well-rounded digital presence, including an awareness campaign on social media, display advertisements and digital surveys.
Traditional media included Radio adverts in most South African languages on regional stations.
View the video below for detailed campaign results.