SaskPower
SaskPower is a Crown corporation that serves as Saskatchewan’s primary electric utility company. They supply over half a million customers and service more than 160,000 km of power lines throughout the province.
The Challenge
SaskPower’s Energy Efficiency Discounts Program had strong awareness, but product sales had plateaued.
A third-party audit revealed that 49 per cent of customers were reactive buyers—purchasing energy-efficient products only when they needed to replace something.
To drive growth and help customers save electricity, SaskPower needed to reach people already shopping.
Our Solution
We shifted from mass awareness to targeting high-intent audiences.
- DIYers
- Renovators
- First-time home buyers
Then we aligned messaging and media to meet them at that decision-making moment.
The Work
We introduced a bold visual refresh built around a circular loonie motif, reinforcing savings at a glance.
A new custom wordmark, UPGRADE & SAVE, connected instant rebates with long-term energy savings.
The campaign rolled out across video, social, outdoor, cinema and in-store materials.
The Results
• Large appliance sales grew more than 500%
• Ventilation fan sales increased by 90%
• Smart thermostat sales increased by 26%
• Insulation debuted in the program and quickly exceeded sales goals in its first year
The campaign exceeded projections and helped turn reactive purchases into proactive energy-efficiency upgrades.
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