Campaign details
Agency: m5 marketing communication
Advertiser: Newfoundland Power
Category: Sustained Success
Section I — Case Parameters
Business Results Period (Consecutive Months): January 2015 – December 2016 (24 months)
Start of Advertising/Communication Effort: September 2014
Base Period as a Benchmark: January 2011 – December 2014
Geographic Area: Newfoundland and Labrador
Budget 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. The media cost per unit rebated decreased 48% over the same period. Key research metrics increased during the period including brand awareness, program awareness, recall of advertising and reported consumer actions from exposure to advertising. At the beginning of the period a new campaign was launched and was sustained over the period. The campaign was developed with new insights and deployed with a heavier focus on digital advertising to drive results. Website traffic and digital ad metrics all improved over the period. The total media budget was stable over the base and results period.