SUSTAINABILITY DRIVE by DDB Melbourne for Origin Energy

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SUSTAINABILITY DRIVE

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Industry Energy & Water Utilities, Raw Materials & Minerals
Media Promo & PR, Case study
Market Australia
Agency DDB Melbourne
Executive Creative Director Grant Rutherford
Art Director Tim Holmes, Dale Mcguiness
Copywriter Andy Segal, Brendon Guthrie
Editor Adam Wills, Stuart Morley @ Karl Marks
Released June 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: ORIGIN
Product/Service: SUSTAINABLE ENERGY
Agency: DDB GROUP MELBOURNE
Executive Creative Director: Grant Rutherford (DDB Group Melbourne)
Creative Director: Brendon Guthrie (DDB Group Melbourne)
Head Of Art: Tim Holmes (DDB Group Melbourne)
Art Director: Tim Holmes (DDB Group Melbourne)
Copywriter: Andy Segal (DDB Group Melbourne)
Copywriter: Brendon Guthrie (DDB Group Melbourne)
Art Director: Dale Mcguiness (DDB Group Melbourne)
Production House Director: Dale Oates (Prodigy)
Production House Director: Ben Lawrence (The Feds)
Production House Producer: Kate Sawyer (Prodigy)
Production House Producer: Rebecca Bennett (The Feds)
Editor: Adam Wills (Prodigy)
Editor: Stuart Morley (The Editors)
Sound Design: Dylan Stevens (Risk)
Composer: Simon Jeffes (The Penguin Cafe Orchestra)
Account Director: Melissa Fullarton (DDB Group Melbourne)
Agency Producer: Janine Wertheim (DDB Group Melbourne)
Agency Producer: Carol Sinclair (DDB Group Melbourne)
Media placement: Ambassador's Blog - Internet & Newspapers - 6/3/2011
Media placement: Launch Event - Sydney Opera House - 6/3/2011
Media placement: Consumer PR - TV Morning Shows - 6/3/2011
Media placement: Media Kit - National Newspapers - 6/3/2011
Media placement: Press - National Newspapers - 6/3/2011
Media placement: TV - National TV Networks - 6/3/2011

Summary of the Campaign
Origin Sustainability Drive was an integrated campaign that aimed to educate and empower Australian consumers to embrace sustainable energy solutions for a better, more affordable future.

The campaign called on Australians to rally their neighbours and enter Sustainability Drive for their chance to win a share of AUS$1m of sustainable energy solutions.
The PR strategy was executed in 5 phases:
 Launch
 Maintain momentum
 Origin Energy Index
 Shortlist announcement
 Winners announcement

The campaign culminated in 4 streets across Australia winning a sustainable energy makeover including solar panels, solar hot water, energy audits and free 100% GreenPower electricity for 12 months.

The residents of each winning street were filmed throughout the sustainable makeover and the footage was used to create Origin’s new brand campaign in ATL and BTL channels.

The Situation
The campaign was developed to help position Origin as the solution to a major problem: sky rocketing energy prices. In 2010 the news agenda had firmly shifted from beating up our four major banks to beating up Australia’s energy companies.
Prices were rising for a whole host of interrelated yet complicated reasons. 2 key forces though were a lack of government investment in energy infrastructure and the higher costs associated with moving to lower carbon energy. Few consumers had the time or the attention span to get to the bottom of those causes. They simply blamed those who sent them their bills: the energy companies.

The Goal
Origin aimed to educate and empower Australian consumers to embrace sustainable energy solutions for a better, more affordable future.

A national survey of more than 1,600 people was conducted to measure Australian’s sentiment towards sustainability.

The results found that Aussies were a confused bunch when it came to the term 'sustainability', and while we complain about increasing energy prices we were still failing to switch off at the power point, costing our nation more than AUS$1bn on standby power each year.

Origin hoped that about 6,000 street communities would join their Sustainability Drive.

By the end of the entry period, they’d received 36,576 registrations – nearly 500% above the target.

The Strategy
We needed to tell Australians how Origin could help them by involving them in the solution, not just broadcasting our message. Rather than create a campaign that only allowed for one-way messaging, we decided to start a movement that people could get involved in.
The idea was to create a national competition that would empower everybody to make a difference. Sustainability Drive was launched to help Australians become more energy efficient and reduce their utility bills. Up to 80 homes on 4 streets across Australia would be given the chance to share in up to AUS$1m worth of energy efficient prizes.

These prizes would not only have a huge impact on their energy bills but also give their homes and streets some of the cheapest energy bills in Australia. By giving away free sustainable energy technologies, Origin could lead by example and show Australians the pathway to lower bills.

Execution
Ambassador
We engaged Australia’s most prolific Mummy Blogger and journalist, Mia Freedman, to be our official ambassador for Sustainability Drive based on her regular appearances on lifestyle television programs.

Launch
We partnered with the Sydney Opera House to prove no house was too big to become more sustainable. The launch was hosted at the Opera House where Origin committed to providing one of Australia’s most iconic building with 10% GreenPower.
Then came press and TV calling for Australian residents to enter.

Maintain momentum
As the entries came in, we used the content of these to generate local, regional and metro media coverage to encourage other streets to participate in the sustainability movement.

Shortlist Announcement
We used the shortlisted winners in local media to engage the local community and encourage them to support their local street.

Winners Announcement
The winners’ announcement was broadcast live on Australia’s highest rating breakfast program.

Documented Results
The key performance indicators agreed to at the start of the PR campaign were:
Entries: 1,200
Overall ROI of 1:4
Overall print hits: 22
Overall radio hits: 25
Overall online hits: 36
Overall TV hits: 2
Total: 85

We achieved the following through the program:
Entries: 8750
Overall ROI of 1:22
Overall print hits: 335
Overall radio hits: 106
Overall online hits: 61
Overall TV Hits: 18
Total pieces of coverage: 527

Total Circ: 43,606,160

Origin hoped that about 6,000 street communities would join their Sustainability Drive.

By the end of the entry period, they’d received 36,576 registrations – nearly 500% above the target.

People told their stories mostly on video, but there were also songs, poems and paintings in the outpouring of creativity. Origin had clearly tapped into a rich current of practical environmentalism in Australian society.