Georgia Power is an electric utility provider that supplies power to 2.35 million customers THROUGHOUT THE STATE.
At the time of this project, Georgia Power had been a pioneer in promoting energy efficiency for several years, but previous advertising strategies were no longer sufficient to keep pace with consumers who were increasingly becoming more environmentally conscious. As a result, Georgia Power was looking for new thinking around the subject of energy efficiency.
Using data from previously conducted qualitative and quantitative research, three advertising objectives were developed: 1) to strengthen Georgia Power’s position among consumers as the trusted source of energy efficient advice, 2) to educate consumers on the benefits of energy efficiency, and 3) to build awareness of the Georgia Power and ENERGY STAR® brands.
We developed a communications plan consisting of strategies, target audiences, geography, messaging, timelines, creative development and execution and media recommendations. Although, Georgia Power’s primary target is homeowners, age 25-70, we also wanted to reach low-fixed income customers with a household income of less than $25,000, as this group could benefit the most from being energy efficient. In addition to these segments, it was important to also reach the African-American community.
The resulting campaign, “There are easier ways to save money and energy,” engaged consumers in a light-hearted and whimsical manner by utilizing characters that go to extreme measures to save money and energy. The objective was to deliver warm, slightly humorous and relatable messages that were credible and relevant from the customer’s perspective.
the campaign won a coveted silver davey award and several industry awards.
In addition, Georgia Power’s Brand Tracking Study revealed that attributes such as Georgia Power “offers advice on how to save on energy costs” and “shows genuine concern for the environment” increased significantly over previous years.