Q. Most effective use of eco / green marketing

Gold
CAMPAIGN
Sustainability Drive
AGENCY
DDB Group Melbourne
CLIENT
Origin
BRAND
Origin
OBJECTIVES

Origin changed the paradigm of energy advertising in the Australian market. It turned from being the villain, taking the blame for rising energy prices, to the hero, helping Australian’s change their ways, to lower their bills.

STRATEGY

Rather than create an advertising campaign that only allowed for one-way messaging, it decided to start a movement that people could get involved in. A way for people to act, not just watch. The idea was to create a national competition that would empower everybody to make a difference. It was called Sustainability Drive. A play on the common name for a street in Australia, ‘a Drive’ and the verb, to drive towards sustainability. It was achieved through a participatory campaign that helped set an example of low cost energy usage that all Australians could emulate. It was called Sustainability Drive and it was a national competition to win up to A$1 million in sustainable energy technologies.

RESULT

Origin was flooded with more than 36,000 entries into the competition. The end result was that 480,000 more households now think of Origin first when it comes to energy. With a well established pattern of conversion from top-of-mind awareness, this result is worth millions to Origin’s bottom line.

Partners
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