Enbridge Gas introduced their “Low Income Weatherization Program” in 2005. They felt the existing program identity was too corporate and intimidating, and asked us to revitalize the program to better resonate with the desired target.
We created a new identity that includes a more intuitive name, “Home Winterproofing Program”, as well as fresh new graphics in a friendly colour palette that visually portray how the program delivers warmth and comfort to the home. The design also features simple icons and clear writing techniques to communicate key features and benefits of the program. Tactics included public transit advertisements, social media and some unexpected online channels like Craigslist, Kijiji, and HomeStars.
The campaign is still in market, but to date, sign-ups are trending well above target.
Categories: digital, direct-marketing, events and social-media.
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