Take A Load Off Toronto (TALOT) focused on distributing 75,000 Toronto Hydro branded clotheslines to Toronto residents along with discounts on specialty CFLs and cold water laundry detergent. Summerhill Strategy trained and deployed 100 program representatives to deliver 144 in-store events over three weekends with four retail partners. TALOT successfully engaged Toronto Hydro customers, significantly reduced electricity demand, and built awareness about the benefits of energy conservation.

Program participants were re-introduced to an old energy saving product – the clothesline – and also had an opportunity to learn more about other energy and money saving products, programs, and behaviours.

Our utility client, Toronto Hydro-Electric System, attained a conservation demand management reduction of more than 18,850 MWh of annual energy savings, 1.6 MW of summer peak demand saving and over 52.5 million impressions through its advertising, marketing and PR tactics, receiving local and national coverage.

The events created large buzz at retail partner locations with long lineups for the give-away. Costco Wholesale, The Home Depot, Walmart, and Zellers observed increased category sales during the events.