This case study illustrates the benefits of distributing low cost, high impact technologies and products through giveaway events at retail settings, with a short, in-person educational message from a trained representative so that the functionality and benefits are clearly understood. Co-promotion with other products and services provides an efficient program delivery model. The campaign gave away 75,000 retractable clotheslines to Toronto Hydro customers through 144 in-store events with four retail partners (Costco, Home Depot, Wal-Mart and Zellers). To complement the giveaway, participants received instant discounts on specialty compact fluorescent light bulbs (CFLs) and cold water laundry detergent. Reps also signed up 1,789 Toronto Hydro customers for Peaksaver, a demand response program. Designed and executed by the Summerhill Group in close collaboration with Toronto Hydro - Electric System, the program won 13 marketing, communications and PR awards including International Association of Business Communicators Ovation People Choice Award and CPRS Ace – Toronto, Creative Campaign of the Year.
Presented by Gillian Earle, Toronto Hydro and Julia Dalla Rosa, Summerhill.
(Free 60-minute webinr recorded Feb. 18, 2011)