BPL Global, a leading provider of smart grid solutions, wanted to pilot a new energy-saving solution for HVAC. The goal of the pilot was to develop a program that would help California communities that regularly experienced brownouts better manage their electrical load and costs. The initial program would target consumers in the San Joaquin Valley. BPL Global tapped Zer0 to 5ive to brand and market the program with a goal of signing up 500 customers in the first three months.
Zer0 to 5ive created and implemented an integrated program that included brand development, direct marketing, guerilla marketing, public relations and local event participation. The brand that was created reflected the “green” and consumer-friendly nature of the program. Materials were created in both English and Spanish to effectively reach the entire community. Lastly, local media outreach resulted in positive features stories about the program.
The program was a huge success with more than 1,200 consumers signing up in the first three months. In addition, then-Governor Schwarzenegger also recommended that other cities throughout CA implement the program.