YES CALENDAR by CIVILISATION for RELIANCE ENERGY

YES CALENDAR

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Industry Raw Materials & Minerals, Business equipment & services, Corporate Image
Media Design & Branding
Market India
Agency CIVILISATION
Creative Director K.s. Gopal
Released December 2009

Credits & Description

Category: Calendars
Advertiser: RELIANCE ENERGY
Product/Service: YES (YOUNG ENERGY SAVERS)
Agency: CIVILISATION
Date of First Appearance: Dec 25 2009 12:00AM
Entrant Company: CIVILISATION, Mumbai, INDIA
Copywriter: K.S.Gopal (Civilisation)
Art Director: K.S.Gopal (Civilisation)
Designer: K.S.Gopal (Civilisation)
Creative Director: K.S.Gopal (Civilisation)
Media placement: Calendar - Teachers, kids, parents, opinion leaders: 5000 copies were distributed - December 2009

Describe the challenges and key objectives
Our low cost idea was a calendar, but the challenge was to seamlessly incorporate the different energy saving tips in the format of a calendar, so much so that the medium indeed became the message as well.

Describe the brief from the client
The problem with saving energy is that people don't make a habit of it; most people are also not aware of the different ways they can save energy. The Young Energy Savers Initiative from Reliance Energy does not use any mass media: so was there a way to reach our audience throughout the year at a very low cost and expose them to a variety of energy saving tips?

Describe how you arrived at the final design
Rather than 'garnish' the calendar with design, we looked at the very structure of the calendar itself. And the familiar numbers on the calendar page now made you do a double-take: they told the date and in an interesting way also offered a practical, measurable energy-saving tip. With an energy saving tip every month, we could convey a variety of messages and get across the idea of making energy saving a habit. In keeping with the YES identity, the calendar evoked participation and appealed to both grown-ups (teachers and opinion leaders) and kids.

Give some indication of how successful the outcome was in the market
5000 copies of the calendar were distributed and it helped the YES programme get significant awareness (at a very low-cost) amongst the target audience; Reliance Energy also gained considerable goodwill from opinion leaders. Numerous people also called or wrote in asking for extra copies.