ICF and Baltimore Gas and Electric (BGE) - "The Efficient Home"
An innovative aspect of "The Efficient Home" is its transformation from a measure-focused publication to a full-fledged lifestyle magazine. By incorporating editorial content and photography that entertains and educates, the magazine appeals to a broader audience, making energy efficiency relatable and accessible.
The magazine achieved remarkable engagement, with 80% of surveyed BGE customers expressing interest in receiving it, and 84% indicating they would likely implement the recommended tips and products. This positive reception underscores the campaign's effectiveness in motivating customers toward energy-efficient practices.
- Homeowners: individuals seeking practical advice on Enhancing energy efficiency in their residences.
- energy-conscious consumers: those interested in reducing energy consumption and lowering utility bills.
- General public: Anyone Curious about adopting sustainable and efficient home practices.
TARGET AUDIENCE
About the
Campaign -
An innovative aspect of "The Efficient Home" is its transformation from a measure-focused publication to a full-fledged lifestyle magazine. By incorporating editorial content and photography that entertains and educates, the magazine appeals to a broader audience, making energy efficiency relatable and accessible.
Core Theme of the Campaign -
1. A Fresh Take on Energy Efficiency: BGE, teaming up with ICF, introduced "The Efficient Home," a lifestyle magazine that's both entertaining and educational, focusing on energy efficiency.
2. Customer Enthusiasm: When surveyed, a whopping 80% of BGE customers were eager to receive the magazine, and 84% were inclined to try out the tips and products featured.
3. From Technical to Trendy: This isn't your typical utility pamphlet. The magazine shifted from a technical manual to a glossy lifestyle publication, complete with engaging stories and vibrant photography.
4. Packed with Practical Tips: Each issue offers homeowners actionable advice, from smart gadget recommendations to seasonal energy-saving strategies.
5. Award-Winning Creativity: The innovative approach of "The Efficient Home" didn't go unnoticede�it clinched accolades like the Hermes Creative Award, highlighting its excellence in design and content.
6. Making Energy Efficiency Engaging: By presenting energy-saving tips in a relatable and stylish format, BGE effectively captured the interest of its customers, encouraging them to adopt more efficient habits.
7. A Model for Utilities Everywhere: This campaign showcases how utilities can creatively engage with their customers, transforming mundane topics into compelling content that drives real action.
8. Empowering Homeowners: Ultimately, "The Efficient Home" empowers readers to take control of their energy use, leading to cost savings and a positive environmental impact.