United Illuminating Company: It Takes Energy to Save Energy

Submitted by ckwebacct on Tue, 2011-07-12 14:56
The Challenge: 

For more than a decade, we have been UI’s go-to brand development and stewardship firm, handling a wide variety of advertising and public relations initiatives. Among myriad communications tasks, we’ve been responsible for marketing many energy conservation programs and products to a wide range of audiences including businesses and municipalities throughout Connecticut. UI’s programs are undeniably valuable. The incentives are almost too good to be true. The only problem is, customers have a tendency to either not believe or simply not pay heed to communications of that nature from their utility company.

The Approach: 

Our solution was to switch the company’s persona from a distant, faceless service provider to a helpful, friendly neighbor. We used breakthrough creative to grab the prospects’ attention. Then, delivered more powerful and poignant selling messages by speaking to them like neighbors. Not like customers. Targeted and often unconventional advertising, direct mail and public relations campaigns appealed to what the prospects really value – money, time and business success.

The Results: 

We have teamed up with UI to launch dozens of multimedia campaigns for multiple products and services. The effectiveness of the campaigns is evident in UI’s continued success at meeting and surpassing the goals they have set with the DPUC.