SABO
Branding and identity for the Swedish Public Housing Company SABO’s three-year strong energy saving campaign.
BACKGROUND:
In early 2012, SABO (Swedish Association of Public Housing Companies) called Snask to help them launch their largest information campaign to date. They wanted to encourage people to save energy and reduce unnecessary energy usage. The goal was to reach and engage SABO’s 300 affiliated companies, and their tenants. Ultimately, our challenged was to change the behaviour of 1.4 million people living in SABO affiliated houses across Sweden!
THE CASE:
Allmännyttans Energisparkampanj (”The public interest’s energy saving campaign”) is informative name and lets people know that Allmännyttan (“The public interest”) is a force to be reckoned with. To communicate all types of unnecessary energy usage we created the ”Energy Workers”, a conceptual group of human energy workers who living behind people’s walls. When people use energy, it’s the energy workers who generate the electricity used. It’s a 24-7 occupation. Whenever unnecessary energy is used, they sweat excessively, they scream, and get really pissed off (as they should)! We hope to condition the Energy Workers to combat the negative impact from energy excesses. Acting towards a more sustainable earth is one of the greatest virtues of the 21st century. Our brand strategy, graphic identity and communication concept was united through iconic character development, cool illustrations, a friendly & modern identity system, a robust iconography system. These design elements were implemented in more touch points than ever before. Campaign touchpoints included a graphic manual, TV ads, print ads, an online game, banner campaigns, web campaigns, events, and products like a shower-timer and a dishcloth.
On the release date, 82 companies were engaged in the campaign. That’s 300% more than our initial goal! A year later, 116 companies implemented the campaign, while TV ads and print ads rolled out all over Sweden. The campaign continued into 2015 and there has been a measurable shift people’s behavior. While convincing everyone in Sweden to adopt energy saving habits will take time, we hope Snask’s work will fuel the revolution and inspire other countries to do the same.
