Early last year Origin Energy released a campaign called – Sustainability Drive Campaign.
The reasons for the campaign were simple; with the growing demand for energy, climate change became an issue and Australians started noticing their energy bills begin to rise.
People started to notice who their energy provider was and what they were offering. If they didn’t like what they saw, they began to shop around.
Origin Energy was already Australia’s leading ‘green’ energy provider, and they wanted to keep this lead on the other service providers. They needed to continue to ensure their customers that they could keep up with the growing energy demand, remain as green as possible and still be affordable.
So, they launched the Sustainability Drive. It was a national competition involving 80 homes in 4 streets across Australia and the aim was to encourage them to become more energy efficient, in order to reduce their energy bills, as well as share in up to $1M worth of sustainable technology.
All they had to do to be in the running was to get together with up to 20 of their neighbours and explain why they would all like to win. They could use text, images and video to push their reasons.
Origin communicated well online and they reached the masses. 8,950 individual streets entered and the competition received 45,000 nominations.
As we know, social media is proving daily to be a powerful tool. It can be beneficial to anyone’s business, no matter the size and industry. If you are smart and think about what gets people excited and involved, and how that can then relate to your business and product, the results, as seen above can be pretty amazing.
Origin Energy are obviously a large organisation with what I am assuming is a pretty great marketing budget. You don’t need to run a campaign at the same scale as they did. Get stuck into social media, make your customers do the work for you by talking about you via their social networks. If all you have to do to get people involved and happy to talk about your services and products is to give away something that is already in your product offering, then that sounds like a good idea to me.
Yours with loads of energy,