Brief Explanation

At the core of this activation effort is a special booth where the public can get the lowdown on electricity-saving tips.

The Brief

MERALCO, the country's leading electric company has always had a tough time in keeping a friendly image to its public. For the nation, MERALCO is the electric supplier who constantly charges them high rates unmindful of all their other financial burdens. To enlighten the public about important issues regarding the electric consumption, MERALCO launched the "Lighter Side" Campaign. Its aim was to educate and promote proper and cost-efficient usage of electricity among the market.

How the final design was conceived

As a supplemental information medium, paper bags bearing the save-electricity-by-unplugging message were given out. The paper bags featured appliances known to waste electricity if not used properly. The handles of the bags were made of actual electrical cords that were unplugged.

Indication of how successful the outcome was in the market

The interactive design created buzz and drew a lot of inquiries and interest amongst mall-goers. Bags were out of stock before the day ended. More importantly, this design alongside the company's other campaign efforts generated significant awareness for the efficient use of electricity.