The Challenge
Building the fastest-growing demand response program in North America
Ontario summers are hot—and when air conditioners are operating at capacity, it puts strain on the electricity grid. Working with Save on Energy, the brand for Ontario’s energy efficiency programs, delivered by the Independent Electricity System Operator (IESO), we set out to encourage Ontarians to make small temperature adjustments for the greater good. How? By driving enrolment in a program that automatically fine-tunes smart thermostats during periods of peak demand.
- Our Role
- Naming strategy
- Integrated campaign
- Social media
- Influencer marketing
- Digital media strategy and management
The Approach
A great offer for the greater good
Demand response is complex, so we made the benefits simple. We created a catchy, memorable name—Peak Perks—and introduced it through a multi-channel campaign that appealed to both hearts and minds: a $75 reward (plus an additional $20 for each year of continued enrolment) and supporting the grid when it matters most. As the program evolved, so did the way we promoted it. We refreshed the creative, refined our digital strategy and expanded reach through targeted influencer partnerships and joint promotions.
The Results
300,000 participants and counting
Just six months after its launch, Peak Perks had reached 100,000 signups. Since then, enrolment has remained strong each summer, with participation surpassing 300,000, making it one of the largest programs of its kind in Canada. Our campaigns have reached millions of people and generated over half a million clicks.
- Awards
- 2025 Summit International Awards—Platinum
- 2024 Summit Creative Award—Silver