In a world where consumers only think about their energy for nine minutes a year, ComEd wanted to increase engagement for its programs and education around energy efficiency to help its customers save money and energy.
Battle “energy efficiency apathy” among customers in the ComEd service territory — and help customers save money and energy through engagement with energy efficiency collateral.
We decided to battle the apathy by focusing on something people care about: saving money on their electric bill while also saving energy.
We tapped into a focused audience in the ComEd service territory — one that is open to or actively seeking out ”green” messaging— to give them a sense of ComEd’s “softer side” and communicate what’s in it for them when they make strides toward energy efficiency.
We created a digital campaign to promote materials around energy efficiency that would educate and inspire this segment of customers to save money while saving energy.
The campaign increased customer engagement with ComEd’s online energy efficiency materials: