Toronto Hydro®—saveONenergy Campaign

Toronto Hydro® saveONenergy Campaign header

Categories: Toronto Hydro®/Advertising/Energy & Environment

Seeing green wildlife in T.O.?

That would be the latest campaign for Toronto Hydro® by Context Creative designer Deanne Loft R.G.D. and creative director Lionel Gadoury R.G.D. The distinctive illustrations of talking squirrels, raccoons, blue jays and Canada geese are featured in outdoor, out-of-home, direct mail and online ads. With a bold green colour scheme, they promote Toronto Hydro® and Ontario’s province-wide saveONenergy program with incentives to conserve electricity.

“We used a Toronto-centric approach with simple, over-arching messages that would attract attention and direct activity to the web,” says Lionel Gadoury.

Project Scope

  • Strategic planning and budget recommendations
  • Concept development, design, copywriting and layout
  • Production and full deployment of campaign tactics
  • Manage customer lists, fulfillment services, and third party suppliers

OneStop Advertisement

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Results

Urban Animals outperformed business targets including:

  • Reducing overall energy use by 53.2 MW (108.6% of target)
  • Increasing customer satisfaction ratings by 3 points over the previous year

The campaign also garnered multiple awards, including Platinum in the 2013 Summit Marketing Effectiveness Awards against over 800 international submissions.