Four mediums were selected, each having their own specific objective: morning newspaper to educate and provide a drive-to mechanism; morning and afternoon drive ‘traffic report’ radio to inform audiences of product sampling opportunity; three (3) revolving creative executions on tri-boards in high traffic arteries denoting CFL’s advantage of consuming less energy; television to demonstrate product benefits and validate that it does last longer by having the CFL remain onscreen, carrying over into the next spot.

The response has exceeded all expectations. 1,270,203 CFL’s distributed (74% higher than objectives), with a participation rate of 50% (five times the industry norm*). The energy savings realised will be sufficient to provide energy to 17,000 Vancouver homes for a year! Source: Primedia 2002. Average response rate from house list – 9.4%