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Branding

A brand is more than just a nice logo. It should tell a story, leave a mark in people’s minds and even trigger a reaction. Our branding process allows you to express your brand promise and its story effectively to the people who matter to you. 

 

Case Study Company

NB Power – Smart Habits  

 
 
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The Opportunity

Portfolio was engaged by NB Power to develop a creative campaign that would compel New Brunswickers to begin changing their attitudes and actions.  It needed to propel New Brunswickers to participate in the energy transformation towards smart technology – ensuring New Brunswickers not only reduced and shifted their electricity consumption, but also provide them with greater choice and customization options. In the process, they wanted to change New Brunswickers perceptions of NB Power and their role in our day-to-day lives.

 
 

 

The Solution

Portfolio developed a compelling and engaging public facing brand and subsequent campaign that has begun to change the customer experience with NB Power.  The fully bilingual Smart Habits campaign was launched on TV, Radio, Print, bill inserts, web and digital.  The campaign used simple, charming stories that reflect life in New Brunswick and the attitudes of many New Brunswickers. These stories focus on simple “little switches” we can make in our day-to-day energy usage that will help us save money and help to begin shifting the way we use electricity. 

 
 

 

The Results

NB Power is beginning to see significant and quantifiable results from its Smart Habits campaign. In addition to seeing early signs of energy usage reduction and peak energy usage shifting, NB Power is also has seen and built on a change in conversation with New Brunswickers – talking about ways to reduce energy instead of just complaining about rates and outages.

 

Some of the metric results for the campaign include:

  • Over 1 million digital impressions during campaign launch in 2014
  • Over 7 million Gross kWh Savings during campaign launch in 2014 (over 5 million Net kWh savings)
  • An additional 12 million gross kWh savings in 2015 execution.
  • More than 30,000 clicks to smarthabits.ca
  • Over 90,000 households visited smarthabits.ca (30% of households in NB)

Smart Habits has continued its momentum by adding several programs, products and services that all go back to the initial brand concept – why pay for electricity you don’t need?

Portfolio was engaged to develop the branding and the marketing approach for this new consumer facing commitment to reducing and shifting electricity demand. The team ensured it provides a deeper understanding of who NB Power are as an organization and how NB Power is seen in the eyes of our consumers than ever before. This partnership with Portfolio has given NB Power the tools, the insights and the capacity building necessary to transform the company and its role in NB.
— Brent Staeben, former Director of Communications and Marketing, NB Power