CASE STUDIES 3 of 3

"I am an ENERGY STAR"

Long Island Power Authority’s American Idol Inspired Contest

Client: Long Island Power Authority
Location: New York

Challenge/Business Need

Long Island Power Authority (LIPA) wanted to expand their community outreach and awareness of ENERGY STAR programs. Through a fun, family-oriented, karaoke-style singing contest, children and their parents were engaged in the positive message of what it means to be an “ENERGY STAR” and how everyone can help protect our environment.

CSG’s ROLE

CSG was asked to partner with LIPA to provide the creative direction for this ambitious marketing initiative. In addition, CSG planed, organized and orchestrated every public event to drive awareness and participation by local residents. Local media was invited to attend and the events were featured on local news channels.

The program kicked off at Seaford Harbor School, with the fourth- and fifth-grade chorus unveiling the song. An extensive marketing and advertising campaign generated interest throughout the community. Tactics included:

• Print and radio advertising about live auditions
  
• Online advertising, including a podcast with celebrity judge Kevin Covais
  
• Extensive media relations, including radio and TV interviews

Strategy & goals

The contest invited kids ages 5 to 18 to sing their best version of the song “I am an ENERGY STAR,” which was written especially for the contest. Kids also shared what steps they are taking to save energy at home, help improve the environment and to educate their friends and family.

Auditions were held at five malls, followed by a semi-finals competition for the top 30 contestants at Nassau Coliseum. From that pool, nine finalists were announced during a Long Islanders game and posted at www.lipower.org for public voting. Winners in each age group were announced and awarded prizes at a special event.

The panel of judges included former American Idol contestant Kevin Covais, Hockey Hall-of-Famer Mike Bossey, EPA ENERGY STAR Campaign Director Wendy Reed, Renewable Energy Long Island Executive Director Gordian Raacke and Eric Haggman, the composer for the theme song “I am an ENERGY STAR.”

Impact

This program raised the community profile of LIPA in a unique, engaging and fun way, reaching a wide audience. Kids learned the importance of energy efficiency through an inspiring and educational program that combined music, pop culture and sports. One winner was selected for each of the following age groups: five to nine, 10 to 13 and 14 to 18 years old.

CSG Contacts

Linda Russo, Senior VP of Marketing