The Nicor Gas Energy Efficiency Program developed the “Unexpected Love Story” campaign to take their customers on a relatable energy efficiency journey while promoting furnace rebates. Research identified that more than half of the territories’ residential customers have been in their current home for 10 to 20 years, aligning with the average furnace lifecycle. The campaign, told through weekly social media posts, a bill insert, billboards and digital ads, highlighted a woman and the familiar experience of a turbulent relationship – but with an energy efficiency twist. Her relationship is with her old, battle-worn furnace.
The Unexpected Love Story campaign is an innovative comic strip-type love story, highlighting the reliability and cost-saving benefits of upgrading to an energy-efficient furnace. The campaign resulted in an 8.3% increase in furnace rebate participation, an 81% increase in Find a Contractor tool visits, a 298% increase in sessions driven from digital ad clicks, and a 102% increase in website visits from Facebook. Through this effort, they were able to educate customers about the importance of having safe, efficient equipment in a unique way.