Cannes Lions

ENERGY SAVING CAMPAIGN

DENTSU INC KANSAI, Osaka / KANSAI ELECTRIC POWER COMPANY / 2012

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Overview

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Credits

Overview

Description

On March 11, 2011, a catastrophic earthquake and tsunami struck Japan. All nuclear power stations were forced to down. 'Saving electricity' became a major issue in the country.We were commissioned by Kansai Electric Power Co. to create a communication strategy to get the Japanese people to become more involved in saving electricity.

To bring more fun to the bothersome task of saving energy, we created SWITCHEES: super-hero stickers that fit perfectly on the light switches of every home.As a result, SWITCHEES have exploded in popularity especially among children.Their roles have helped save Japan from any unwanted blackouts and power shortages.

Execution

SWITCHEES have been adopted as the official characters for the city of Osaka: Japan’s second largest city, and are used for its 1.2m households.We distributed the stickers to the elementary school children through a public organisation.We have also sent the stickers to families who have expressed their interest in saving electricity.

Outcome

SWITCHEES have exploded in popularity especially among children. Thus, many children are now proactively saving electricity.SWITCHEES have been used in 1.2m households, helping to successfully save electricity by 8.4% from the previous year, and prevent large-scale blackouts.

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