Mower’s National Grid “Puffy Coat” Weatherization campaign has received two recognitions in The Ad Club’s annual Hatch Award competition. The Hatch Awards is New England’s prestigious annual show for creative branding and marketing, celebrating the very best in creative excellence in the region for 62 years.
National Grid completes over 23,000 weatherization projects annually for customers across Massachusetts. Continuing to increase awareness of weatherization—and the benefits of insulation—is important because it helps National Grid meet its goal of reducing annual energy consumption, which in turn benefits the environment.
The Mower team created a fresh, new way to educate customers and talk to them about the benefits of insulation and air sealing. Insulation and air sealing work together to greatly enhance the comfort, health and savings in their homes…like a sweater and warm jacket. So we wrapped everything we could find, taking the puffy coat concept to paid social (Facebook, Instagram and Instagram), local print publications, paid search (YouTube), OOH billboards, a Boston subway train wrap and interior signage, bus kings and headliners, gas pump TV, convenience store posters and gas station toppers, iHeart radio, and online programmatic, site direct and native ads.
The campaign earned Bronze in the Out of Home Single Entry category and Merit in the Out of Home Campaign category. Learn more about the campaign and see the list of 2023 Hatch Award winners here.