Xcel Energy: Manifesto
Summary
Challenge: Convince people to use less of our product. That they could save without sacrifice. And those savings could equate to real dollars off their real energy bills.
Strategy: People want the lights to go on when they hit the switch. When they don’t, they get angry. But what if that energy company could become a trusted resource? Through short, witty, humorous, interesting, curious, intelligent statements and media placements that were everywhere…over 180 individual executions last year alone, VJ convinced a low-interest audience that energy efficiency could pay big dividends.
Results: We proved that even though you’re their power company, gosh darn it, people like you. People were interested in what we were saying to them, appreciative of being treated like intelligent individuals. And it showed. Our awareness surged by over 5%. Likeability scores have skyrocketed +9% over the two years of the campaign, both metrics all-time highs. Who says energy is not interesting?
Client
Xcel Energy: Manifesto
Services
InsightCreative
Brand Communications
Media
Interactive
Broadcast/Post Production
