NEA soft sells energy conservation

Singapore - The National Environment Agency's (NEA) ‘10% Energy Challenge' campaign, which has been running via TVCs and takes a light-hearted approach to energy conservation, will appear outdoors and in direct mail from May.

The TVC ‘Cut & Save' features a mother and a Bruce Lee-wannabe son taking steps to conserve energy and the ‘Fantastic Savings' TVC shows a daughter and father playing a catch-me-if-you-can type game with each giving the other energy saving tips. Both end with a call to take the 10% Energy Challenge.

The campaign hopes to raise awareness about the importance of energy conservation, and to promote energy efficient lifestyles through incentives such as the 10% Energy Challenge Draw - households which show a reduction of 10% in electricity consumption, qualify for the draw to win prizes.

Asatsu DK Singapore handled both creative and media planning and buying duties.