The Geothermal Exchange Organization (GEO), together with its manufacturer members: Water Furnace, ClimateMaster and Enertech, has introduced the Geothermal Industry’s first ever brand-neutral awareness campaign. The four organizations announced that they have joined forces to promote industry wide awareness around heating and cooling with geothermal energy. As listed on the campaign’s recently launched website, their mission is to: “Liberate you from dependence on fossil fuels” and their core values are Transformation, Optimism and Clarity.
GEOTHERMAL: ENERGY WE CAN ALL AGREE ON.
The advertising campaign, which they’ve coined: “Geothermal: Energy We Can All Agree On” is put together by third party agency 180 LA. 180 LA has an impressive portfolio of clients such as University of Phoenix, Miller Lite, and Post Mates and notes that their calling is to “shift perspectives”.
The campaign’s central message is that everyone can find value in the benefits that geothermal offers – “red or blue, we can all believe in green”. In other words, some choose geothermal for the environmental advantages, others for the conservational or financial advantages. Its first commercial features a quirky climate change activist interviewing real life skeptics. While the two parties can’t agree on everything, they do come to the conclusion that geothermal offers many financial benefits compared to conventional systems.
The 16-month long campaign will focus its efforts on industry awareness and getting more consumers in the funnel. Paid and organic social media will play a large role in reaching and engaging with consumers. The group has put together this Digital Toolkit to assist industry professionals, stakeholders and geothermal advocates with getting the message across to their audiences.