Columbia Gas of Ohio
Columbia Gas of Ohio: Saving Matters
Fahlgren Mortine and Columbia Gas of Ohio developed an integrated communications program to motivate behavior change and increase participation in its energy efficiency programs. The campaign, Saving Matters, was built on the finding that consumers were more motivated by saving money than by energy efficiency. Over two years, the campaign has led to record-breaking customer engagement and natural gas savings.
In 2017, our team began working with Columbia Gas to develop creative and messaging around the theme, Saving Matters, focusing on tangible ways people could save money through its energy efficiency programs. In 2018, we leveraged key insights from the first year of the campaign to inform its evolution. Saving money was still top of mind for customers, but rapid consumer adoption of connected devices presented an opportunity increase smart thermostat sales.
To cover the desired footprint, our team deployed a hyper-local campaign designed to maximize efforts and efficiencies to make the greatest amount of impact with the lowest cost per action. The digital-led effort included partnerships with leading smart thermostat brands and tailored ads delivered specifically to smart-speaker listeners.
Over the past two years, the Saving Matters energy efficiency campaign has resulted in more than $37 million in lifetime savings. The campaign helped Columbia Gas customers generate approximately 391,000 Mcf in annual savings – the equivalent of taking more than 3,600 cars off the road for an entire year.