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Pacific Gas & Electric Company, Northern and Central California’s utility provider, is on a mission to help people save money. One way is through their Appliance Recycling Program, in which PG&E will pick up old refrigerators and give customers a $50 rebate.
They wanted to let customers know that replacing their old fridge with a new model can save tons of money on their energy bills. And PG&E can take care of the entire recycling process, from pick up to earth-friendly recycling methods. Best of all, PG&E offers $50 in exchange for each fridge.
Our challenge? To capture people’s attention with work that communicates PG&E’s messages while still being interesting and fun.
Our solution? Let the fridge do the talking – through those plastic alphabet magnets we all know and love.
So, we created a charming little TV spot, built around the concept of magnets rearranging themselves on a fridge door, which was aired across several Northern California markets.
To support the TV spot, we created email and banner ads that played off our fridge magnets, as well as a larger integrated direct mail campaign centered around our “reduce, recycle, receive” messaging.
Our results exceeded expectations. We quickly met our goal of 27,000 fridges recycled for the year.
That means tens of thousands of Californian households recycling old fridges in an environmentally responsible way, all while lowering their energy costs and getting a nice $50 bonus. Talk about a win-win-win.