Consumers Energy: Energy Efficiency Program Campaign

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Objective

Consumers Energy is the leading utility in Michigan. It needed to launch a successful energy efficiency program for homeowners and businesses statewide. Created two broadcast spots for this campaign.

 

Overview

In the world of utility marketing, developing a successful energy efficiency program is one of today’s most pressing and complex challenges. For Consumers Energy, that challenge was even more complicated. That’s because this energy efficiency campaign was launched at a time when Michigan was suffering severe economic hardships. For this utility marketing to move the needle, my creative team had to meet these goals:

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• Educate Michigan on ways to make energy efficiency choices part of every day solutions

• Show homeowners and businesses that they had the power to save

• Develop a multichannel campaign that included broadcast, outdoor, emails and banner ads

 

Results

The successful energy efficiency program surpassed its annual enrollment goals in less than six months. Since the initial launch, the program has grown significantly each year. It has become one of the most successful programs in the 125-year history of Consumers Energy.