What does it take to make an Asian home cozy? Some devotion, a pinch of love… and a lot of human energy combined with energy efficiency knowledge! To raise awareness of how to use electricity efficiently and save money, especially in the winter, Hamazaki Wong works with BC Hydro to create energy conservation campaigns aimed at Mandarin, Cantonese, and Punjabi speaking customers.

The copy strategy is infused with culturally relevant metaphors that draw parallels from real life to highlight the whys of saving energy, creating a resonance for Asian audiences in fun and cheeky ways. Digital and traditional media channels were optimized to reach each cultural segment and landing pages were created in different languages to drive attention and traffic. For Mandarin speaking audiences, specifically, we designed and delivered social media advertorials to communicate the low cost/no cost way to save money through ideas and Power Smart tips that best align with customer behaviours.

The response? Impressive! Our energy saving tips were welcomed by Asian audiences and put into practice, achieving above average engagement and click-throughs that truly energized audiences.