Pilkington energiKare™ Adverts Hit Top Ratings01 February 2011
An amazing 15.4million home owning adults watched the Pilkington energiKare™ television advert during its two month run on digital television and Five - with most people viewing the advert more than three times.
The success of the advert saw the number of visitors to the Pilkington energiKare™ website reach record numbers over the campaign with a high number downloading the Pilkington energiKare™ leaflet. Top link was the Pilkington ‘How to Buy’ page which gives homeowners the chance to check out the supplier directory and find their nearest window company supplying Pilkington energiKare™. But it wasn’t just the television advertising that targeted the homeowner, 70 local and regional newspapers ran Pilkington energiKare™ adverts alongside their top tips to be energy efficient in the home.
The success of the advertising was highlighted through research which found that when asked the question, ‘Have you ever heard of energy-efficient glazing?’ respondents that have definitely or vaguely heard of the product increased from 48 per cent in September 2007 before the advertising, to 68 per cent after the campaign in April 2008. In addition, people who had definitely or vaguely heard of Pilkington energiKare™ increased from 18 per cent in September 2007 to a massive 47 per cent in April 2008. Of the number who had seen the advert, 55 per cent said they were very likely or quite likely to consider installation – a huge number of potential customers for energy efficient windows incorporating Pilkington energiKare™.
Pilkington energiKare™ energy-efficient glazing is different to standard glazing as it works in two ways. It reduces the amount of net heat lost and it also allows more heat (energy) from the sun in through the window. Pilkington energiKare™ is made up of Pilkington K Glass™, the UK’s best selling low-e glass and Pilkington Optiwhite™, a special ‘extra clear’ glass which allows more solar heat and daylight in through the windows, making a home feel brighter and warmer without the need to turn up the heating.
According to the Energy Saving Trust, replacing old single-glazed windows with windows incorporating Pilkington energiKare™, cuts heat loss from a window by 90 per cent compared to a single-glazed window. This in turn helps to reduce the energy use of the whole house by about 20 per cent. Figures calculated using the GGF’s energy calculator show, assuming only 10 per cent fuel cost inflation:
- An average three-bed semi-detached home upgrading from single-glazing to Pilkington energiKare™ would save approximately £170 in year 1, and around £10,000 over the life of the window
- A terraced property upgrading to Pilkington energiKare™ from single-glazing can save £8,000 over the life of the window
- A detached property upgrading to Pilkington energiKare™ from single-glazing can save £13,000 over the life of the window
For more information on Pilkington energiKare™ and to join in with the energy efficiency evolution visit www.pilkington.co.uk/energiKare.