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Expanding Program Reach: Multi-channel Conservation Demand Management Strategies for Mass Market
The objective of The Great Exchange campaign was to continue to increase Toronto Hydro customers' awareness and use of the energy efficient products available to them and to continue to promote the adoption of behaviors that will help them reduce electricity consumption.
Building on the successes of Toronto Hydro's 2009 Spring Turn-on and Keep Cool campaigns, Summerhill was challenged to execute a three-month campaign that aimed to achieve measurable electricity reductions in Toronto equal to approximately 1,300 net kW, engage multiple stakeholders (multi-retail and multi-channel), and reach as many Toronto Hydro customers as possible through education and incentives.
The 2010 Great Exchange paired the long-standing Keep Cool program with a new energy efficient lighting exchange, including ENERGY STAR® qualified compact fluorescent light bulbs (CFL). Through this campaign, Toronto residents were invited to retire inefficient room air conditioners (RAC) and dehumidifiers in return for gift cards, and incandescent light bulbs in return for CFLs. New this year, the program was offered through four delivery channels, including: retail, multi-residential, schools, and City of Toronto Environment Days. Additional program components also included peaksaver® promotion at retail events, and time-of-use education and outreach at Toronto Community Housing Corporation apartment events. By combining multiple product exchanges within one program banner, widespread marketing, and targeted outreach, Summerhill worked with Toronto Hydro to ensure that The Great Exchange efficiently and effectively drove customer participation, engaged and educated the public, and generated positive visibility and media attention for Toronto Hydro.
From the largest Home Depot to the local community environment day, people understood the call to action and engaged in the program. The program demonstrated that Toronto residents in all communities are not only listening, but are also ready to take action towards energy conservation in their own homes, businesses, and lives. In total, the campaign resulted in approximately 1,733 net kW reductions between April 21 and June 20, 2010. The retail channel achieved fantastic success and a large portion of the energy savings. Across 250 unique events (date/location), an estimated 150,000 CFLs were given in exchange for incandescent bulbs; more than 8,300 RACs were retired for $25 gift cards; and more than 1,500 dehumidifiers were retired in return for $10 gift cards. These results amount to more than 1,700 total net kW of energy savings (approximately 130% of target net kW); making this the most successful year for Toronto Hydro's Keep Cool / The Great Exchange program results.
"We pride ourselves on environmental property management and are pleased to have been included in Toronto Hydro's efforts this year!"
– O'Shanter Development Co.
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