Refining the message: Research and testing to optimize the Energy-Efficient AC Awareness Campaign
Client:
Year:
Year:
CLASP (Collaborative Labeling and Appliance Standard Program)
2022
2022
This research-to-messaging project was held to support CLASP (Collaborative Labeling and Appliance Standard Program) and the Directorate General of EBTKE (Directorate General of New, Renewable Energy and Energy Conservation) in 2022. When the project was initiated, the government already recognized the importance of increasing the purchase of energy-efficient air conditioners to reduce overall energy consumption in Indonesia. As a central component of the initiative, the government introduced the Energy Saving Label (LTHE), a clear and accessible label designed to help consumers quickly identify air conditioners that offered superior energy efficiency In addition to the label, the government also launched a supporting website that listed various air conditioner models along with their power consumption details. This platform aimed to increase transparency and assist consumers in comparing products based on efficiency.
To further drive the adoption of energy-efficient air conditioners, C4C created a campaign plan and messaging. The process ran into several steps: a research to understand the perspective of the customer, campaign plan and message creation based on the findings, and lastly a message testing to find the most effective approach to create a change in behavior.
To further drive the adoption of energy-efficient air conditioners, C4C created a campaign plan and messaging. The process ran into several steps: a research to understand the perspective of the customer, campaign plan and message creation based on the findings, and lastly a message testing to find the most effective approach to create a change in behavior.
Research as the base for message creation
An initial nationwide survey was conducted to ascertain audience knowledge and perspectives regarding air conditioners (AC) and the Energy Saving Label (LTHE). This preliminary research was crucial for identifying awareness gaps, prevalent misconceptions, and factors influencing consumer purchase decisions.
The research uncovered noteworthy insights about the Energy Saving Label (LTHE), especially regarding consumer and retailer awareness and understanding. Despite the label's long-term existence, public recognition was remarkably poor. A considerable number of consumers were either unaware of it or unsure of its meaning, thus reducing its influence on purchasing choices.
The lack of awareness about LTHE was primarily due to retailers and consumers having insufficient knowledge about it. Retailers, who greatly influence consumer decisions, often lacked familiarity with the label. Without proper training or incentives to promote energy-efficient products, they rarely explained the meaning or benefits of LTHE. As a result, consumers looking for guidance in-store hardly received any information about energy efficiency and instead focused on promotional discounts or upfront costs.
Additionally, the issue was compounded by the existing sales incentive structure, which often motivated retailers to prioritize selling lower-priced air conditioners over energy-efficient models. As a result, their sales strategy focused on price and immediate affordability, neglecting product features and long-term savings. This emphasis on profit rather than consumer education left buyers uninformed about the benefits of energy-efficient options, leading to continued purchases of inefficient AC units.
The multitude of labels and certifications attached to air conditioners further added to the confusion. This abundance of stickers made it difficult for consumers to identify important labels like the LTHE and understand their implications. As a result, the LTHE was often overlooked or dismissed as just another marketing tactic, preventing it from fulfilling its purpose of guiding energy-efficient choices.
However, research also indicated considerable consumer interest in energy-efficient air conditioners. Escalating electricity costs made energy savings an attractive consideration, with consumers recognizing the long-term financial benefits of efficient models. However, a significant obstacle persisted: consumers did not have the necessary information to choose appropriate energy-efficient air conditioners.
These findings underscored the importance for an awareness campaign, aimed to make energy efficiency a key consideration in consumer choices by addressing misinformation among retailers and consumers, improving clarity of labeling, and realigning sales incentives.
An initial nationwide survey was conducted to ascertain audience knowledge and perspectives regarding air conditioners (AC) and the Energy Saving Label (LTHE). This preliminary research was crucial for identifying awareness gaps, prevalent misconceptions, and factors influencing consumer purchase decisions.
The research uncovered noteworthy insights about the Energy Saving Label (LTHE), especially regarding consumer and retailer awareness and understanding. Despite the label's long-term existence, public recognition was remarkably poor. A considerable number of consumers were either unaware of it or unsure of its meaning, thus reducing its influence on purchasing choices.
The lack of awareness about LTHE was primarily due to retailers and consumers having insufficient knowledge about it. Retailers, who greatly influence consumer decisions, often lacked familiarity with the label. Without proper training or incentives to promote energy-efficient products, they rarely explained the meaning or benefits of LTHE. As a result, consumers looking for guidance in-store hardly received any information about energy efficiency and instead focused on promotional discounts or upfront costs.
Additionally, the issue was compounded by the existing sales incentive structure, which often motivated retailers to prioritize selling lower-priced air conditioners over energy-efficient models. As a result, their sales strategy focused on price and immediate affordability, neglecting product features and long-term savings. This emphasis on profit rather than consumer education left buyers uninformed about the benefits of energy-efficient options, leading to continued purchases of inefficient AC units.
The multitude of labels and certifications attached to air conditioners further added to the confusion. This abundance of stickers made it difficult for consumers to identify important labels like the LTHE and understand their implications. As a result, the LTHE was often overlooked or dismissed as just another marketing tactic, preventing it from fulfilling its purpose of guiding energy-efficient choices.
However, research also indicated considerable consumer interest in energy-efficient air conditioners. Escalating electricity costs made energy savings an attractive consideration, with consumers recognizing the long-term financial benefits of efficient models. However, a significant obstacle persisted: consumers did not have the necessary information to choose appropriate energy-efficient air conditioners.
These findings underscored the importance for an awareness campaign, aimed to make energy efficiency a key consideration in consumer choices by addressing misinformation among retailers and consumers, improving clarity of labeling, and realigning sales incentives.
Testing the message
With these findings, C4C developed a communication strategy centered around creating advertisements and campaign materials to introduce and promote the Energy Saving Label (LTHE). The goal was to ensure that consumers not only became aware of the label but also understood how to use it when purchasing air conditioners.
We prepared seven different ad concepts, each designed to present the message of “more stars in the label, the more efficient the AC is”. These concepts varied in their approach, some focused on the financial benefits of choosing an energy-efficient AC, while others emphasized environmental impact or simplified explanations of how to read the label. By exploring different tones, visuals, and messaging styles, we aimed to identify which approach would be the most effective in capturing attention and driving behavioral change.
With these findings, C4C developed a communication strategy centered around creating advertisements and campaign materials to introduce and promote the Energy Saving Label (LTHE). The goal was to ensure that consumers not only became aware of the label but also understood how to use it when purchasing air conditioners.
We prepared seven different ad concepts, each designed to present the message of “more stars in the label, the more efficient the AC is”. These concepts varied in their approach, some focused on the financial benefits of choosing an energy-efficient AC, while others emphasized environmental impact or simplified explanations of how to read the label. By exploring different tones, visuals, and messaging styles, we aimed to identify which approach would be the most effective in capturing attention and driving behavioral change.
We conducted a focus group discussion (FGD) to test these ad concepts. A total of 18 respondents were carefully selected using a screening questionnaire to ensure that they represented the target audience—potential AC buyers with varying levels of familiarity with energy efficiency. The FGD allowed us to gather direct feedback on the effectiveness of the messages and understand how different consumer segments interpreted the ads.
Throughout the message testing process, we asked participants to share their impressions of each ad concept. We wanted to know what aspects stood out to them, whether they found the information easy to understand, and how likely they would be to consider energy efficiency in their future AC purchases based on what they saw. Their responses provided valuable insights into which elements of the ads resonated most and which needed further refinement.
At the end of the session, participants were asked to rate each concept based on two key factors: the clarity of the message and their personal preference. This feedback helped us determine which ad concepts effectively communicated the purpose of LTHE and which ones required adjustments. Additionally, we inquired about their overall perception of the message and whether there were any aspects that could be made clearer. Many participants provided suggestions on how to simplify the explanation of the label and make the connection between LTHE and long-term energy savings more explicit.
The insights gained from this testing phase played a crucial role in shaping the final campaign. By understanding which messages were most effective and addressing any areas of confusion, we ensured that the final advertisements would be both engaging and informative, ultimately driving greater awareness and adoption of energy-efficient air conditioners.
Throughout the message testing process, we asked participants to share their impressions of each ad concept. We wanted to know what aspects stood out to them, whether they found the information easy to understand, and how likely they would be to consider energy efficiency in their future AC purchases based on what they saw. Their responses provided valuable insights into which elements of the ads resonated most and which needed further refinement.
At the end of the session, participants were asked to rate each concept based on two key factors: the clarity of the message and their personal preference. This feedback helped us determine which ad concepts effectively communicated the purpose of LTHE and which ones required adjustments. Additionally, we inquired about their overall perception of the message and whether there were any aspects that could be made clearer. Many participants provided suggestions on how to simplify the explanation of the label and make the connection between LTHE and long-term energy savings more explicit.
The insights gained from this testing phase played a crucial role in shaping the final campaign. By understanding which messages were most effective and addressing any areas of confusion, we ensured that the final advertisements would be both engaging and informative, ultimately driving greater awareness and adoption of energy-efficient air conditioners.
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C4C bridges research and communication to craft compelling messages and narratives that drive change.
We translate data and insights into strategic storytelling, helping organizations in the social sector engage audiences, inspire action, and create meaningful change. Whether you are a nonprofit looking to refine your storytelling or seeking research-backed strategies to enhance your influence, C4C has the expertise to bring your vision to life. Get a free 1-hour consultation to explore how we can support your mission, click the button below to get started!
C4C bridges research and communication to craft compelling messages and narratives that drive change.
We translate data and insights into strategic storytelling, helping organizations in the social sector engage audiences, inspire action, and create meaningful change. Whether you are a nonprofit looking to refine your storytelling or seeking research-backed strategies to enhance your influence, C4C has the expertise to bring your vision to life. Get a free 1-hour consultation to explore how we can support your mission, click the button below to get started!
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