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WINNER MOBILE MARKETING

BCM AND CITYSMART Reduce your juice

Reduce Your Juice is an innovative energy efficiency behaviour change programme which completely reframes traditional approaches. It proves beyond doubt that a 100% mobile digital marketing approach is not only effective, but superior. Unlike traditional approaches which are typically high-touch, involving educational home visits and the installation of monitoring devices on electrical appliances, this programme is delivered using the strongest connection point for Millennials - their mobile phone. The programme consists of an app featuring three mini-games which addressed the learning objectives for core behaviours; as well as social media, website, video and SMS elements. The programme addresses the alarming trend of the increasing numbers of residential electricity customers entering retailer hardship programmes - particularly young low income renters. A combination of living on a low fixed income, increasing electricity prices, ageing and energy inefficient appliances, and a basic lack of interest and knowledge is fueling a problem that risks becoming endemic. Results achieved by Reduce Your Juice smashed all expectations. Participants improved their energy consumption by 12.3% compared to the previous year and saved on average $220 on their annual electricity bills. A quantified improvement in energy habits of 22.5% is 350% better than the average previously achieved in similar programs.

FINALISTS Organisation

Entry

Komosion

RMIT - What’s your Melbourne style? Quiz

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Australian Marketing Institute 2016 Awards for Marketing Excellence

Awards for Marketing Excellence 2016  

The annual Australian Marketing Institute Awards for Marketing Excellence are presented to organisations and marketers who have achieved ext...

Awards for Marketing Excellence 2016  

The annual Australian Marketing Institute Awards for Marketing Excellence are presented to organisations and marketers who have achieved ext...