Best Government Integrated Ad Campaign

Energy – it’s all about green, clean, and efficient. But how do you break through and drive energy efficiency home? That’s the challenge GráficaInter.active faced for New Jersey’s Clean Energy ProgramTM (NJCEP), the statewide program that promotes energy efficiency and clean, renewable energy technologies. We created an integrated campaign to drive users to a new interactive tool specifically built for New Jersey residents. Interactive flash banners were developed and placed on New Jersey and geo-targeted national sites (i.e., weatherchannel.com). The advertising, featuring The Energy-Saver Power Team (a.k.a. your family), promoted rebates, incentives, and tips available from NJCEP and included rollovers for users to see how a family could successfully save energy and money. Each rollover was linked to a specific page on NJCEP’s site for more detailed information. In addition, integrated off-line efforts included radio and print advertising to drive web traffic. The online campaign drove users to a customized, 4-floor Interactive Energy-Saver House that GráficaInter.active created in 3D rendering on a flash and XML platform. Visitors could click on the sun icons for energy-saving information, ideas, and links. Red “energy saving tags” were developed to highlight promotions. The House is dynamically updated for seasonal content and offers through its XML structure. Results have exceeded goals – 65% increase in web visits vs. prior year, above average banner rollover interaction, 45% click-through, and over 2,000 interactive house visits. The Fall campaign helped spur over 4,000 pledges to the ENERGY STAR® Change A Light Campaign – fourth in the country for government organizations. (http://www.energystar.gov/index.cfm?fuseaction=cal.showPledge&topOrgCategory=GOV)

Contributors:

Interactive Creative Director:	Jacob Usawicz
VP Account Management:	Jason Bacharach
Account Manager:	Kristin Nawoj
Media Director:	Diane Lewis
Interactive Designer:	Lloyd Gonzalez
Copywriter:	Maureen Wilson

GRAFICA, INC.

Location: USA