Case Study
Ed, The Energy Guy
Situation:
The campaign, Ed the Energy Expert, was based on East River member research and local cooperative insight. Research indicated that members wanted their electric cooperative to do more to help them save energy. They also wanted more information on what its cooperative was doing to find sources of renewable energy.
The animated energy expert created by L&S answered both needs. Television spots featuring energy saving tips drove people to a microsite, StopEnergyLeaks.org, where members could find low or no cost energy tips. A renewable spot was launched shortly thereafter supported by additional website content and supporting FSIs and banner ads with member cooperative logos.
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In six months, 44% of the target audience recognized Ed and associated him with energy saving tips from their local cooperative. |
Solution:
To help take Ed into the community, L&S worked with East River to produce an Ed costume that traveled to schools, fairs and community events helping people stop energy leaks and save energy and money.
Results:
Just six months after Ed the Energy Expert launched, research showed that 44% of the in-target audience recognized Ed and associated him and his energy saving tips with their local Touchstone Energy Cooperative.
