LET ME TELL YOU ABOUT US:
Low Energy Supplies and Services Pty Ltd (LESS) is an Australian company that delivers energy and water saving products and programs to householders and businesses that save them money, while reducing consumption and greenhouse gases.
We specialise in creating and delivering innovative solutions that reduce demand for energy and water as well as manage existing use efficiently. We are currently managing a number of projects that offer energy-saving measures to householders including Solar Hot Water, Solar Power, energy saving light bulbs, water efficient showerheads, assessments of energy use in homes with buddy systems to help people reduce their household energy consumption and bills.
Presently most of our offers are promoted under the banner Live Green with LESS which is then adapted for each product but this is a logo not the concept we are looking for.
We are about to launch another project offering insulation to homeowners for free (this is subsidised by government rebates). All of our existing project creative concepts were chosen because of their focus on the target audience. Our company is young and staffed by young, creative and energetic people.
HERE IS WHAT WE NEED:
We need a creative concept to market the offer, that is high quality insulation installed in homes that are owned and rented (doesnt apply to new constructions). The offer is subsidised by the Australian Government.
This concept will need to work in a range of uses including newspaper advertisements, brochures, posters (probably placed in display panels in shopping centres or alongside market stalls) e-bulletins and web page. The market is very competitive so we need to stand out from what others might be offering. It must be eye-catching, fun and humorous.
We also want ideas on how it would be translated when used in the channels above (eg: ads, brochures etc) along with some basic templates in native file format eg: for a brochure or ad for future use by our own desktop publisher who currently works on InDesign Creative Suite 3 for PC.
The key messages of the concept are installing insulation helps reduce energy use. It cuts the average household power bills by around $200 a year, and increases the comfort and value of homes eg: helping pay for you to keep warmer in winter and cooler in summer. We take the hard work out of householders choosing to be greener and obviously the contact details for a booking.
The subsidies are for home owners provided with up to $1,600 to install ceiling insulation in the homes of owner-occupiers; and renters assistance of up to $1,000 to install ceiling insulation in rental properties.
OUR TARGET AUDIENCE IS:
Australian householders - both home owners and renters, (initially in NSW and Victoria) but the offer will be expanded to the rest of the country.
WE LIKE THESE DESIGNS:
We like clean, modern campaigns that a householder can relate to. The recent Foxtel campaign (http://www.whileyouwerentwatching.com/pu...) is a good example because it recognises the current financial downturn and promotes the idea that installing the product will save householders money.
We like campaigns that are clever, funny and successful in promoting the product. The following are examples of what we love, but we acknowledge that a full-scale television advertising campaign may not be within our marketing budget.
WE ABSOLUTELY MUST HAVE (or we don't want to see) THIS IN OUR DESIGN:
We want a concept that is eye-catching, memorable and stimulates the target audience to call and make a booking for the offer. It must look modern and not cottage-industry or homemade but more slick and professional while still being easy for the target audience to relate to.
We will have a 10 digit phone number for bookings as well as an email address and web pages on a page we have registered for development linked to our website (but currently not live): www.livegreeninsulation.com.au
We do not want images of wildlife, children running in fields or anything 'airy-fairy' that is usually related to environmental projects. Would prefer colour palette to not include green.
We've used concepts before that were really clever (refer to tree-hugging hippy material attached) but weren't necessarily successful in creating interest as feedback suggested most consumers didnt understand what was on offer until the a door-knocker explained it to them eg: didnt hold the eye long enough, they were viewed as being to esoteric and didnt translate into sales.
We definitely need to include our logo (attached).
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