Haggman last week kicked off a campaign for Home Performance, a new component of the national Energy Star program, which urges consumers to make sure their homes are energy efficient.
The multimedia effort was crafted by the Manchester, Mass., agency on behalf of the Conservation Services Group and New York State Energy Research & Development Authority. The Energy Star program, promoted by various organizations, was launched in the 1990s by the U.S. Environmental Protection Agency and the Department of Energy to support the use of energy-efficient appliances and equipment.
Ads for Home Performance will run through May in the New York markets of Syracuse, Albany, Buffalo and Binghamton. Spending is $2 million. Konjolka/KSL Media in Wellesley, Mass., handled media chores.
TV spots feature Steve Thomas, host of the PBS series This Old House. In one spot, Thomas is shown walking around his house watching repairs being made. "All you have to lose are your high heating bills," he says.
Ads target homeowners aged 30-54 and contractors. Home Performance helps homeowners find certified Home Performance contractors who specialize in heating and cooling equipment, insulation and air sealing, as well as computerized home analysis.
"Basically, the program is trying to improve the level of energy efficiency services that are provided to homeowners by contractors," said Linda Russo, marketing director at Conservation Services Group. "Home evaluations are done to lower energy costs and improve comfort, health and safety. The ads are timely with the rising cost of energy."
CSG developed the program and provided the training for the contractors. The service claims it can help home owners save up to 40 percent on energy costs. Bozell Kamstra, Danvers, Mass., handles the creative, media and public relations for Energy Star's appliance program.