National Grid Enlists Polar Bear For Marketing Campaign
National Grid has enlisted Floe, a virtual polar bear, for its new marketing campaign. Floe, on National Grid’s Website, is meant to help visitors analyze and measure the environmental effects of routine daily activities like eating, drinking, driving and making home heating energy choices.
Polar bears were recently listed as endangered.
National Grid’s new branding strategy, “The power of action,” was launched on May 5, and includes a multi-media advertising campaign, created by National Grid’s agency-of-record, Mullen, that will run in National Grid’s U.S. service area. Other initiatives will be introduced over time.
Visitors can interact with Floe or, according to the company, “befriend another virtual polar bear.”
National Grid recently announced that it is increasing its target of reducing company-wide greenhouse gas emissions from 60 percent to 80 percent by 2050.
Stay Up-to-Date On Environmental Management, Energy & Sustainability News with EL's Free Daily Newsletter
Energy Manager News
- Passive-House High-Rise to be Airtight
- Greensmith Offers ‘Second Opinion’ on Energy Storage Systems
- Commercial Tankless Water Heater Handles the Demands of Business
- Booz Allen, Siemens, Power Analytics Score 16 Microgrid Projects
- NH City to Save $500,000 Annually with LED Streetlights
- Australian College Uses Energy Storage
- LED Boosts Light Output 50%, Uses Existing Drivers
- Energesco Wins Energy Efficiency Contracts for Multifamily Buildings in Maryland