All New Homes Aren’t Created Equal
OBJECTIVE: Educate consumers on how the HERS Index works, and the benefits of buying an energy-efficient home.
STRATEGY: To get our messaging right, we started with focus groups, customer segmentation and demographics, and geographic and participation data before we began to concept this two-minute educational video. This way, we made sure every creative decision was informed by data-driven strategy while addressing identified market barriers. This was our best chance and to reach our target audience: new-home buyers in North Carolina. In our final product, visual messaging acts in tandem with our primary message points to spotlight the comfort and pleasure that results from taking action as a smart, informed homebuyer.
- Performed at prior employer on behalf of Duke Energy
- Marketing Strategy