Haggman Sings Praises of Energy Star

BOSTON Haggman is launching a radio and print effort for the Northeast Energy Star residential appliance and lighting initiative.

“The message is all about saving energy, saving the environment and saving money by using Energy Star appliances,” said Emily Haggman, executive vice president of independent Haggman in Manchester, Mass.

The radio ads feature Livingston Taylor singing “Move,” a new Energy Star song, with Steve Thomas providing voiceovers. In the spots, Taylor sings: “If you want to save energy, you got to make your move … You’ve got to get with the Energy Star. It’ll make a hero out of you.”

Ads are running in Massachusetts, Rhode Island, Vermont and Long Island, N.Y. The tagline: “When you see the Energy Star symbol, a light should go on in your head.”

Print ads carrying the same tag are running through July in The Boston Globe and local newspapers throughout New England. The budget was not disclosed.

“The goals for the campaign are to encourage more widespread use of Energy Star qualified products, from washing machines to light bulbs. An increase in consumer awareness and demand for these energy efficient products will help lower energy costs, preserve natural resources and help reduce environmental pollution,” said Linda Russo, marketing director of Conservation Services Group, Westborough, Mass., which serves as Haggman’s marketing partner on the account.

The Northeast Energy Efficiency Partnership (NEEP) is a consortium of electric utilities and energy efficiency companies in the region that support the Energy Star brand. Participants include the Connecticut Light and Power Company and the United Illuminating Company in Connecticut, Narragansett Electric in Rhode Island, Long Island Power Authority in New York and NStar Electric.

Production credits include Eric Haggman as creative director and Ann Messenger and Katie Pensak as art directors.