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Awards Case Studies The Drum Awards For Marketing Americas Marketing

How the Green Means Go campaign kept California investing sustainably

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By The Drum, Editorial

June 6, 2024 | 4 min read

Winning Sustainability Gold in The Drum Awards for Marketing Americas is the ‘Green Means Go’ campaign from Riester, The California Alternative Energy and Advanced Transportation Financing Authority. Here is the award-winning case study.

Example of winning work

Example of winning work

Objective

The state of California has an ambitious plan to reduce greenhouse gasses by providing energy efficiency financing solutions for California home, rental, and business owners. But in a year when Californians experienced unyielding inflation and double-digit energy rate hikes along with mammoth snow storms, endless heat, and historic flooding, how do you get them to think about and then actually invest in their future?

In partnership with The California Alternative Energy and Advanced Transportation Financing Authority (CAEATFA), the “Green Means Go” campaign was created by RIESTER to demystify and simplify the process of obtaining green financing for energy-efficient renovations—a process perceived as cumbersome and inaccessible by many. The objective of the campaign was to educate visitors about approved energy efficiency project upgrades and increase the number of online financial loan enrollments for approved energy efficiency projects for homes and businesses.

Insight and Strategy

For the Green Means Go campaign, RIESTER, in collaboration with Jeremyville Studio, adopted a visually eclectic but straightforward animated narrative that celebrated the iconic beauty and diversity of the state in a reimagined world told in four vignettes.

The storytelling strategy broke down complex financing and renovation processes into understandable concepts and spoke directly to Californians' desire to find financing that actually makes their lives easier. With inclusivity as a cornerstone, the campaign's whimsical, humor-filled animation ironically mirrored California's diverse demographic while highlighting the practical benefits and feasibility of sustainable living for all, not just the environmentally conscious.

Execution

To continue the story and drive conversions, the gogreenfinancing.com website was completely reimagined within the animated world of California. Segmented customer journeys were simplified to highlight easy-to-understand project improvements, seamlessly connecting visitors with approved contractors and lending institutions when they were ready to explore and take action.

The final, critical component of the storytelling was leveraging the reach of the state’s investor-owned utility partners. By collaborating with each utility, the State and RIESTER were able to define complementary GoGreen assets that could be used by the utilities within their own branded media campaigns and service areas to drive traffic to the GoGreen Financing website.

Results

The results of the campaign were outstanding:

  • The campaign beat the State’s goals for annual funds distribution by 240%.
  • Total YoY loans to the program increased by 95% with a total loan amount of $43M in 2023.
  • The campaign generated a total of 61,336,177 impressions.
  • Website views increased 70% and online conversions – measured in new loan applications – increased by 65%.
  • Online engagement with the program surged over 100% year-over-year.

Ready to get your work recognized on a global stage? Enter The Drum Awards today. Need more inspiration, read our Award Winning Case Studies.

Awards Case Studies The Drum Awards For Marketing Americas Marketing

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