Project Description

Project: My Power Planner advertising campaign
Client: Victorian Government – Victorian Energy Compare
An advertising campaign to address concerns about rising energy costs and to empower consumers to save money on their energy bills by increasing consumer awareness of:
  • My Power Planner as a tool to find a better electricity plan (and increase use of the tool)
  • Smart meter benefits
  • Actions they can take to improve their household energy efficiency
  • The importance of regularly comparing electricity retailers (i.e. bi-annually)
String Theory developed and managed an integrated digital media campaign using static and animated ads for websites and social media platforms and, video ads for YouTube.
Whilst no formal evaluation of the campaign took place, the Department of Economic Development, Jobs, Transport and Resources reported that over the 6 week campaign there was a 40% increase in traffic to the My Power Planner website, which was a key goal of the campaign.