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Energy Saving the Gate B2B Marketing

Con Edison animates energy saving solutions in new B2B campaign

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By Laurie Fullerton, Freelance Writer

June 14, 2016 | 3 min read

An animated journey through a typical New York City retail and office building is the linchpin in a new B2B ad campaign launched by Con Edison last week where a microsite directs users to trouble spots where they can use technology to lower energy costs and usage.

New York City buildings at night

In collaboration with the New York based agency The Gate, the microsite ManageEnergy.conEd.com peels back the layers of a typical office structure from nine different areas, pinpointing and exploring the inner structure of a building and its energy uses.

“We’re trying to take our outreach to our large commercial customers to another level and that’s what this campaign from The Gate does,” said Vicki Kuo, Director of Energy Efficiency for Con Edison. “As New York’s energy company, we have valuable expertise we can share with customers. We want to be the go-to source for energy-efficiency information that customers can use to save money and keep our environment clean.”

When the tour gets to the office space, the site user will learn about the savings potential of LED lighting, programmable thermostats and controlled ventilation. The site houses an interactive tool that explains the concept of Demand Response: how building owners can use their buildings to earn money by reducing their usage when demand for electricity is high.

The interactive, 3D site takes users inside places like the building’s server room for information on computer room air conditioners: the equipment that keeps servers and other sensitive information in server rooms from overheating. An upgrade can save a significant amount of energy. The site also provides energy-efficiency tips, energy calculators, videos and case studies on businesses that lowered their gas and electric bills with the help of Con Edison’s energy-efficiency incentives.

“Our research found that businesses think they’ve done all that they can when it comes to energy efficiency, but there are literally thousands of steps they can still take,” said Beau Fraser, President of The Gate | New York. “The program and microsite empower building managers as the brain and heart of running an energy-efficient building.”

The campaign also features print and digital advertising with a real estate focus including outlets such as the New York Times, Wall Street Journal, Crain’s New York Business, Real Estate Weekly and more. A social media component will launch soon.

Energy Saving the Gate B2B Marketing

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