UAE-based air conditioning company Taqeef has revealed the impact of its ’24 for 2024′ campaign, which called for UAE residents to set their air conditioners on 24°C for at least one hour a day or at least one full day in 2024 to promote more conscious cooling practices and encouraging them to reduce the environmental impact of their AC usage.
According to the Dubai Electricity and Water Authority (DEWA), keeping the thermostat set at 24°C a day can result in potential energy savings of more than million kWh.
A key component of Taqeef’s campaign was to educate consumers about air conditioning and the benefits of setting AC thermostats, whether central or split, to 24 degrees.
The brand utilised both online and offline media efficiently to spread the message widely.
Taqeef multi-channel strategy
Taqeef’s “24 for 2024” campaign raised industry standards for sustainability and consumer education in the HVAC sector by driving awareness and inspiring change at a local level.
The multi-channel campaign was rolled out as follows:
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- Taqeef collaborated with Virgin Radio and City 101.6 to give away 48 high-efficiency air-conditioners during Ramadan. Listeners were encouraged to set their AC to 24° and nominate a local business or non-profit for a free AC eco-upgrade.
- A TikTok strategy using influencers and user-generated-content creators was rolled out to showcase stories about the benefits of setting ACs to 24 degrees. This was supported by paid and organic posts to maximise the campaign’s reach and impact.
- Taqeef also collaborated with popular UAE influencers Kris Fade, Amanda Rushforth, and Mina AlSheikhly to educate followers on smart AC choices and smart cooling habits, including setting their AC to 24 degrees.
- The brand offered a 24 per cent discount on Taqeef’s greenest ACs for Earth Day and Environment Week, incentivising eco-friendly purchases and encouraging customers to choose more energy-efficient cooling technology.
- Education and awareness at the point of installation: Installers were trained on the key “24 for 2024” messaging and mandated a set-point of 24 degrees during installation. Wearing uniforms with the campaign slogan and sharing educational leaflets, the core message was reinforced at every customer touchpoint.
- A PR campaign including press releases, tier 1 interviews, media giveaways, and B2C and B2B media outreach to raise awareness about conscious cooling.
Impact and effectiveness of the campaign
The ’24 for 2024′ campaign run by Taqeef resulted in:
- 2 million+ TikTok impressions between March and World Environmental Day, as well as widespread media coverage.
- 48 AC units were donated to community organisations, including the Al Noor Training Centre.
- 285,000 people reached via social media with 507,000 impressions.
- Educational ads engaged over 50,000 individuals, promoting energy efficiency.
- Since the campaign’s start, more than 1,500 units were installed, set at 24 degrees.
- Over 2,500 leaflets were distributed across service centres, project teams, and showrooms.
- 311 team members trained in campaign messaging and setting units to 24 degrees.
