TALOT - Take A Load Off Toronto

Client: Toronto Hydro-Electric System Ltd.
Region: Toronto, ON

Clients Goals:
Toronto Hydro-Electric System Ltd. wanted a unique idea to engage their customers, reduce their customers’ electricity demands and build awareness about multiple benefits of energy conservation.

Delivery:
Summerhill Group designed and executed a comprehensive education and outreach program focused on giving away 75,000 retractable clotheslines to Toronto Hydro customers. Summerhill Group trained and deployed 100 program representatives to deliver 144 in-store events over three weekends with four retail partners.

To complement the giveaway, participants received instant discounts on specialty compact fluorescent lightbulbs (CFLs) and cold water laundry detergent. Reps also signed up Toronto Hydro customers for Peaksaver, a demand response program. The events created large buzz at retail partners with long lineups for the giveaway. Reps engaged and educated customers about featured products, energy efficiency and other Toronto Hydro programs.

Results:

• 18,858 MWh of annual energy savings and 1.61 MW of summer peak demand savings
• 75,000 clotheslines givenaway
• Over 17,000 specialty CFLs sold
• Over 3,000 packages of cold water laundry detergent sold
• 1,789 new peaksaver customers
• Over 52.5 million impressions through its advertising, marketing and PR tactics, receiving local and national coverage