The main objectives of the advertising campaign are:

• to raise consumers' concern for efficient lighting/attract attention to efficient lighting and to generate desire for more information on the topic
  
• to inform about the basic benefits of CFLs -the cost effectiveness of their operation and their longer lifetime which counteract the psychological barrier ofthe higher initial cost of CFLs.

A very simple and funny animated creative solution is being used to attract the target group's attention. It is based upon a challenging question "Do you know, how much your incandescent gobbles up?" and an accompanying cartoon caricature of a guzzling light bulb and a cute CFL having dinner. This advertising, unlike all previous commercials, uses a simple language code and targetsa wide audience of common people. The caricatures of the light bulbs together with the animated form clearly separates the commercial from other advertising.

The main message is connected with the issue of money savings and the benefits of investments in CFLs. Although consumers are often aware of the electricity savings generated by CFLs and its higher efficiency, only very few are informed about the length ofthe actual payback period and the concrete financial savings over the CFL's lifetime. The ELI logo is used as an identifying tool for all the activities. A TV spot also carries a secondary message about CFLs longer lifetime over the normal light bulb.
ELI project - objectives and measures The image of the "starring" cute CFL is used in many other ELI activities.

Play TV spot

The popularity of the commercial was proven by the success on the prestigious competition of commercials "Zlatá Pecka 2001", organized by the Czech Association of the Advertising Agencies (ACRA). The commercial was awarded the 1st prize in the category of TV spots.

The selection of media channels for the advertising campaign reflects the aim of reaching the large target group of the whole adult population. The main emphasis is laid upon TV and print advertising in dailies and magazines. Other channels include outdoor advertising media such as billboards out of the capital, public transport in the capital, and the internet.

The non-commercial character and the social status of the campaign helped to ensure special media prices and free space in some media. The final media budget was approximately four times higher in comparison to the actual amount paid (including free PR space).