No dumb questions about Énergir (or almost)
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Decarbonization, energy transition—these terms may be abstract or even intimidating to many Quebecers. That’s why Énergir teamed up with Cossette to launch Ariellement Vôtre (“Yours truly, Ariel”), a campaign that aims to demystify these concepts using a light and amusing tone in order to help everyone understand them.
Ariel Charest—an actress known for her lip syncs and hilarious celebrity impressions—takes on the role of a journalist who doesn’t have a clue about issues related to the energy transition. In this video series, she asks sometimes silly, but always entertaining questions to actual Énergir experts, who patiently and professionally explain the basics of decarbonization. Ariel’s quirky questions contrasted with the experts’ insightful answers creates funny moments that grab viewers’ attention.
Comedy is the key to attracting a younger clientele—one that may not have paid any attention to Énergir previously but will now be curious about learning how the company is playing a pivotal role in decarbonizing the Quebec economy.
To push the experience further, Énergir also created fun coasters featuring Ariel’s goofy questions, which bars and pubs throughout the province are handing out on their trivia nights. Each coaster has a QR code that folks can scan to check out the videos, thereby integrating the campaign into a playful social context.
The campaign runs throughout Quebec until October 27 across several touchpoints, including web, social media, metro stations, and trivia events.
