Overcome an imposing barrier to the Home Performance with ENERGY STAR program: apathy.
NYSERDA’s Home Performance with ENERGY STAR program makes it easy for homeowners to make energy efficiency upgrades so that they can save on their energy bills. The only issue is, almost no one actively thinks about energy until there’s a problem. Plus, the attitudes and relationships people have with energy vary greatly due to a wide range of factors, from age and income level to geography, political affiliation, and everything in between.
Uncover energy’s emotional relevance to people.
The first step in developing the strategy for NYSERDA’s Home Performance with ENERGY STAR program was in-depth primary research. We conducted group conversations with panels of homeowners from throughout the state, which fed into a quantitative survey. One key insight in particular surprised us: basing our message on money alone would not be enough to change behavior. We were able to identify three homeowner segments with distinct emotional motivators, which included:
Bring the relevance of energy to life through a groundbreaking web video series depicting light-hearted, true life energy-related scenarios.
Armed with these insights, we centered our campaign on a category-disrupting web-based sitcom, Irreconcilable Temperatures. In this The Office-styled mockumentary series, five two-minute episodes tell the humorous story of a young couple fighting over the thermostat, worrying about money and ultimately making energy-saving upgrades to their home through the Home Performance with ENERGY STAR program. Each of our homeowner profiles was incorporated through characters featured in the sitcom, allowing us to appeal to the unique motivations of each with a single execution while engaging them through genuine entertainment value.
+251% increase in website KPIs
6,556 leads in first year
3.7 million views