Direct Energy helps consumers save green this holiday season

Direct Energy, an energy-related service provider, is trying to emphasize to people that in order to lower their energy bills, they must look at not only the price they pay for energy, but how they use it.

Direct Energy, an energy-related service provider, is trying to emphasize to people that in order to lower their energy bills, they must look at not only the price they pay for energy, but how they use it. The company sought to create a campaign that would leverage consumers' interest in their personal finances and tie in the holiday season directly to the energy efficiency program, says James Peters, VP, global media network, Ketchum.

IDEA: The holiday season is a time when people use more electricity. In order to ensure that they don't feel guilty about celebrating with elaborate festive decorations, "[Direct Energy] wanted to offer some ideas so they can be conscious of how much energy they're using and still be able to celebrate and have a very festive holiday season," says Lisa Dornan, senior PR manager, Direct Energy. The Green for the Holidays effort offers energy saving ideas, such as fireplace etiquette, and tips on how to "green up" your Christmas tree-by using smart power strips, keeping decorations on a timer, using LED Christmas lights (pictured above), and more.

TOOLS: "We decided to go forward, seeking coverage with non-traditional media and reporters who would typically not cover energy-related topics," notes Peters. These include consumer columnists, personal finance columnists, feature reporters, and morning broadcasts. The team will be rolling out an RMT in Texas, as well as some northern US states. Specific broadcast pitching will also be targeted for Dallas and Toronto.

MEASUREMENT: Success will be measured by tracking media impressions and national and regional brand identification.

Company: Direct Energy
Campaign: Green for the Holidays
PRteam: Ketchum
Other marketing: Radio Media Tour
Launch: November 27, 2007
Budget: Undisclosed

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