Best Environmental Rich Media Online Ad

The Go Solar California! campaign is a joint effort of the California Energy Commission and the California Public Utilities Commission providing rebates to utility customers who install solar thermal (solar hot water
heating) systems to replace water-heating systems powered by electricity or natural gas.

The assignment was to build awareness and understanding of the CSI-Thermal program to help motivate California residents and businesses to install solar water heating systems. We also looked to educate consumers and business decision-makers about the advantages and availability of CSI-Thermal program rebates.

Our communication pieces were developed around a campaign theme inspiring our target audiences to �Take the Next Step in Your Green Routine.� This theme taps into the mindset of our target audiences who are already environmentally conscious. They believe making energy-efficiency upgrades is important and that it�s the right thing to do. They have the means to take action, but solar water heating isn�t on their radar due to a lack of awareness and understanding.

We launched the campaign during Earth Week and capitalized on an integrated sponsorship program �Green Is Universal� that runs across NBC stations and websites in San Francisco, Los Angeles and San Diego. We also used a mix of online media (residential and business), including pre-roll videos and Pandora online radio, expanding our reach to both computers and iPads as well as paid search.

Contributors:

Van Secrist:	Interactive Associate Creative Director
Sergio Belletini:	VP - Creative Director
Lisa Ansis:	ACD - Writer
Missy Marich:	Sr Digital Producer
Tabitha Ji:	Account Supervisor
Ilene Prince:	Sr VP / Account Services Director

FRASER COMMUNICATIONS

Website: www.frasercommunications.com

Location: USA

About the Agency:

Fraser Communications has been in the business of growing our clients’ brands since 1998. As a full-service communications agency, Fraser Communications creates award-winning, integrated advertising and public relations campaigns for clients ranging from Fortune 500 companies to government agencies and non-profits. At Fraser, we continually raise the bar on innovation. That’s why we won “Digital Agency of the Year 2011” from thinkLA. And it’s how we continually go above and beyond the “standard.” Visit our site to see our current work and learn how we can grow your brand or help with a new project: http://www.frasercommunications.com Specialties: Advertising, marketing, market research, display advertising, media planning, media buying, qualitative research, quantitative research, strategic planning, outdoor advertising, SEO, SEM, interactive marketing, search, public relations, social media