Ontario Power Authority

  • Information booths were set up in a number of communities across Canada.

    Information booths were set up in a number of communities across Canada.

  • Horizon Utilities and Mayor Eisenberger celebrate Count Me In Ontario.

    Horizon Utilities and Mayor Eisenberger celebrate Count Me In!.

  • The Count Me In! homepage

    The Count Me In! homepage

  • The PowerEye application showing the Summer mid-peak period; Showing off-peak with the Time of Use Price; Showing the current demand and system status.

    From left: The PowerEye application showing the Summer mid-peak period; showing off-peak with the Time of Use Price; showing the current demand and system status.

  • Our team developed a number of Count Me In Ontario wearables.

    Our team developed a number of Count Me In! wearables.

  • Our team developed a Kiosk and DVD Video featuring random animations of the 100 ways to conserve energy.

    Our team developed a Kiosk and DVD Video featuring random animations of the 100 ways to conserve energy.

  • A live photowall was incorporated at a number of events across Ontario.

    A live photowall was incorporated at a number of events across Ontario.

Getting Personal with Energy Conservation

Overview

Electricity is unseen and can sometimes be taken for granted. Communicating the importance of taking action to conserve energy therefore poses a bigger challenge when compared to more “visible” issues, such as air quality and smog or water pollution.

In 2009, NATIONAL was mandated to develop the Ontario Power Authority’s (OPA) comprehensive Count Me In! campaign to change mindsets and increase energy conservation awareness across Ontario.

Creative Solution

The Count Me In! campaign was a province-wide initiative that asked Ontarians to commit to energy conservation by taking the Count Me In! pledge. Participants created their own personal conservation action plans by choosing from a list of 100 ways to conserve energy. The 100 ways demonstrated the wide variety of methods that can be easily adopted to live a more conservation-focused life. The pledge program brought awareness and understanding to the wide range of consumer programs offered by the OPA and Local Distribution Companies.

Impact & Results

The site received more than 110,000 hits over the life of the campaign. There were 20,857 conservation pledges, 230,270 acts of conservation and 93 community events across the province. The campaign earned 32 million media impressions in Ontario alone.

Project Details

In addition to the development and planning of the entire campaign, NATIONAL imagined a number of creative communication tools:

  • PowerEye, a widget application for consumers designed to indicate peak and off-peak energy periods based on input from the Ontario Power Authority, Independent Electricity System Operator and the Ministry of Energy and Infrastructure;
  • Promotional banners for the Energy Conservation Week and Count Me In! campaigns;
  • A robust event calendar that included postal code lookup, categorization, detailed views, print functionality and social media linking;
  • An comprehensive registration process/pledge system, including a detailed Profile section allowing users to change their registration information, add items, confirm they had completed their pledge, refer additional friends and add events to the Event Calendar;
  • The Count Me In! Community Challenge Map Application that integrated with the registration and postal code database to visualize the performance of each mayor’s community in Ontario;
  • The “Refer a Friend” incentive engine resulting in additional entries for each successful referral for the Grand Prize contest draw and including a daily prize winner randomly chosen with automated email notifications;
  • Six mass campaign emails were designed, deployed and tracked in order to boost participation;
  • A Photowall application for display at events;
  • An interactive presentation using the 100 tips shown online and as a stand-alone application and DVD;
  • Visual identities for both the Count Me In!  program and Refrigerator Relic Contest.