A smart campaign enouraging smarter energy use
THE PROBLEM
Dominion Energy is a unique beast. By law, it has to encourage homeowners to use less energy through its ThermWise program. And it has to be measurably effective or the state of Utah gets Big Mad. Charged with using its long-standing ThermWise spokesperson, Therm, we had to increase brand awareness of the ThermWise program and create behavioral change.
THE SOLUTION
Develop a stealthy campaign. Because everyone hates their utility company, we used humor to sneak in its important message about saving energy and money with ThermWise.
Audio
Design Assets
THE RESULTS
ThermWise Home Energy Plans are scheduled nearly three weeks out. Engagement on our ads was through the roof—over-indexing by 86%. Annual results survey showed the following:
7 in 10 people are aware of the ThermWise campaign
Half of Utah residents are aware of specific rebates offered through the ThermWise program
Half of Utah residents try to save money on their gas bill by implementing measures in their home
1 in 4 plan on bringing Dominion Energy into their home this year for a Home Energy Plan to see what they can save on their gas bills
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Overall, the client is happy. The state is happy. And we're all just so happy to be happy.