Refining the message: Research and testing to optimize the Energy-Efficient AC Awareness Campaign

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.

To further drive the adoption of energy-efficient air conditioners, C4C created a campaign plan and messaging. The process ran into several steps: 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.

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. The multitude of labels and certifications attached to air conditioners further added to the confusion, and the LTHE was often overlooked or dismissed as just another marketing tactic.

However, research also indicated considerable consumer interest in energy-efficient air conditioners. Escalating electricity costs made energy savings an attractive consideration, but a significant obstacle persisted: consumers did not have the necessary information to choose appropriate energy-efficient air conditioners. These findings underscored the importance of an awareness campaign aimed to make energy efficiency a key consideration in consumer choices.

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). We prepared seven different ad concepts, each designed to present the message of "the more stars in the label, the more efficient the AC is." These concepts varied in their approach, some focused on financial benefits, others on environmental impact or simplified explanations of how to read the label.

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. Throughout the message testing process, we asked participants to share their impressions of each ad concept and to rate each concept based on two key factors: the clarity of the message and their personal preference.

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.