F20 Winter Multicultural Campaign
Energy Saving for Multicultural Audiences
What do Cantonese, Mandarin and Punjabi audiences have in common? Besides good food, they have less awareness of how to use energy more efficiently to conserve and save money. In tandem with the timing of BC Hydro’s English-language campaign, Hamazaki Wong took energy conservation to the multicultural communities, customizing messaging that resonates with ethnic customers’ behaviours. Through a combination of traditional, digital and social media, we directed customers to landing pages in Chinese and Punjabi providing education, inspiration, and motivation to use energy in ways that contribute to environmental and money-saving concerns. Energy conservation is an ongoing effort but we’re happy to say this campaign made a positive impact.
We created 3 digital ad versions, as well as two radio spots for each market (Cantonese/Mandarin/Punjabi). We also provided landing page translation to BC Hydro for their in-house team to build up the landing page for each market.
For Mandarin speaking audiences, we created three WeChat advertorials to continue raise awareness of the low cost-no cost was to save through behavioral ideas and power smart tips provided by BC Hydro.