Challenge:

Getting Californians to save energy is no easy feat. So the state created Energy Upgrade California as the first ever commission dedicated solely to reducing energy use statewide. And they needed a launch campaign.

Solution (TV, Social, Digital, OOH, Website):

Finger-wagging to get people to take action never works. So we decided to play on state pride and created the Stay Golden campaign — a multi-platform, multi-language effort starring the Bear (from the California flag) as our obvious spokesman, er spokesbear. The campaign utilized simple tips & tricks for conservation, driving people to their website to learn more.

Results:

Energy conservation awareness surpassed EUC’s goals, which also led to a dramatic rise in web traffic and engagement during the campaign.