Electricity Authority: What's My Number?

The Electricity Authority of New Zealand wanted to motivate consumers to review their electricity costs and encourage 40% of them to switch to cheaper suppliers, thus compelling providers to lower their prices in the long term.

Electricity Authority: What's My Number?

Categories: Most Effective Integrated Campaign Social Marketing/Public Service Best Strategic ThinkingAgency: DraftFCBClient: Electricity Authority

Summary

By turning apathy into energy, DraftFCB and the Electricity Authority helped hundreds of thousands of Kiwis make savings on their power bill. Most consumers could make savings, but the thought of switching providers was too hard.

Instead of trying to explain the process, the "What's My Number?" campaign asked them to do one simple thing. In four months, this cleverly integrated campaign persuaded 405,000 people to calculate their savings number and decide if...

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