Colorado Springs Utilities has a problem shared by many other utilities throughout the country—no one really understands how their electricity, natural gas or water ends up in their home, they just want it all to work! And if it doesn’t, then, by gosh, it’s a problem.
At VJ, we call this consumer paradox the “life, liberty and mylightsturningonthesecondIwantthemto” conundrum. So, how do you get consumers to care about something they don’t really understand, and engage with a brand that they typically only consider when something goes wrong (e.g., during an outage or when the bill arrives)?
- Multi-year strategy
- Full-service creative direction
- Integrated media planning & buying
Focus on the future.
Post-campaign awareness research indicated that our work created a sense of community pride among residents, one that extended beyond the utility company and bordered on community boosterism.