To create an engaging direct mail piece to help raise awareness of the program and its alignment with Leadership in Energy and Environmental Design (LEED) energy point requirements.
The BC Hydro Commercial New Construction Program (CNC) offers financial incentives for the design and construction of new energy efficient buildings and installation of energy efficient equipment and systems in new commercial buildings.
There was little awareness about the program and how to get involved plus it was also a relatively new concept for commercial building design.
St. Bernadine developed a piece that included a punch out, build-it-yourself energy-smart building – complete with a front walkway and trees. This approach encouraged interactivity with an objective of increasing interest and information retention.
The target audience included owners and developers involved in new construction or major retrofit projects and the message encouraged recipients to call or visit the website to learn more.
With two drop dates – the first the end of June and the second the end of July, BC Hydro saw an increase of 1081% in site visit and 2852% in page views between July and August. There were also reported Tweets and photos posted of the completed building.