ENERGY UPGRADE CALIFORNIA
Unplug Before You Stream
Energy Upgrade California is an initiative that advocates for fighting climate change in The Golden State. We were tasked to get Hispanics excited about doing their part towards helping save energy.
68% of Hispanic Californians are Gen Z and millennials. So, we capitalized on an existing behavior – content streaming – to reach our target where they are, using content to teach an energy-saving behavior: unplug everything that isn’t in use before you stream video.
We targeted Hispanic Californians using data to determine which streaming genres this target consumed most, and rooted messaging in each video based on those data-backed interests.
English Translation:
Before you stream hours of makeup tutorials
unplug everything that isn’t in use to save energy at home and to fight climate change.
English Translation:
Before you stream hours of your favorite music videos
unplug everything that isn’t in use to save energy at home and to fight climate change.
English Translation:
Before binging your favorite series
unplug everything that isn’t in use to save energy at home and to fight climate change.
English Translation:
Before you watch your favorite soccer highlights
unplug everything that isn’t in use to save energy and to fight climate change.
Creative collaboration: Miguel Clark + Rafa Sanchez @ ALMA agency in Miami, FL