Given that we wanted to target current customers, the best channel to reach them was the Saco website, which has more than 7,000 visitors a day to reach Saco's current customers.We decided to switch off the lights on the homepage and allow customers to navigate through the page using one of Saco's energy saving products: a battery powered torch or flashlight.We then told them about Earth Hour and asked them to join Saco in supporting the initiative by switching off their lights on March 27th 2010.

As a result, all of Saco's online visitors became aware of Earth Hour and Saco's commitment to environmental responsibility, and more importantly more than 70% committed to joining Saco in switching off their lights for Earth Hour.