Newfoundland Power: takeCHARGE Thermostat

Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.

Campaign details

Agency: m5 marketing communicationAdvertiser: Newfoundland PowerCategory: Sustained Success

Section I — Case Parameters

Business Results Period (Consecutive Months): January 2015 – December 2016 (24 months)Start of Advertising/Communication Effort: September 2014Base Period as a Benchmark: January 2011 – December 2014Geographic Area: Newfoundland and LabradorBudget for this effort: $100,000 – $200,000

Section IA — Case Overview

Why should this case win in the category (ies) you have entered?

Over the course of the two years of results, rebates for thermostats increased 103% over the baseline period....

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