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Natural Resources Canada – Elusive Money: Encouraging ecoENERGY program registrations

With the ecoENERGY Retrofit – Homes Program in the final months of its application deadline, Natural Resources Canada (our client) still had 250,000 registrations to fill, with grants up to $5,000 available for homeowners to make energy-efficient renovations.

Using the insight that eligible registrants were literally letting money slip out of their hands, Acart developed a cheeky storyline called Elusive Money, which is about a woman who chases banknotes around her house, only to have them slip out windows and doors, or down furnace vents. When she registers with the ecoENERGY program, her house starts saving her money rather than losing it.

This TV, print, and out-of-home energy branding campaign achieved 23% total unaided recall and 68% total aided recall among the general public, higher among the target audience of people who own houses 10+ years old. In fact, the program reached full registration three months before deadline.

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