Marketing communications

Smart Power Campaign
Characters Design

The HK Smart Power Campaign aims at educating the younger generation to cultivate the habit of sensible electricity consumption. In the past decade, it has launched many tailor-made activities for primary and secondary school children, attracting the participation of over 380,000 students and the general public altogether.

Built on the theme of “Be Green, Be Happy”, we created a series of characters to promote the messages of energy saving and environmental protection via interactive channels, such as dedicated website, social platform and road show.

We realized the key objective of the campaign was to promote the messages of energy saving and environmental protection among primary and secondary school children. Therefore, we created a series of cartoon characters to cater the interests of the youngsters. All these characters have their own individual characteristics and environmental protection skills. Through the theme of going green and the use of highly entertaining background and dialogue that are unique to Hong Kong, primary and secondary school children would feel interested in energy saving and environmental protection naturally without being preached.

After deciding the characters, we designed a dedicated website, through regular update, with fun-filled cartoons, interactive information and online games to reinforce the interest and interaction with the target audience. We also developed a dedicated social platform to deliver instant information and receive feedback. Throughout the entire campaign, there were road shows, school seminars, visits of wind energy station, mini dramas, competitive events to sustain the interest of our target audience both online and offline.

The HK Smart Power Campaign has been launched for years. After adding the cartoon characters as a main theme, the campaign is well received by the younger generation, resulting in a steady increase in the number of participants. Up till now, over 380,000 students and the general public altogether have participated, indicating the success of promoting the messages of treasuring energy resources and energy saving among our target audience.

Awards :
- Successful Design Award (China) 2014
- Successful Social Impact of The Year (China) 2014

Relevant projects:

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