The safety campaign that didn’t get ignored.
Why they called us (The challenge)
- Electricity is dangerous. Even deadly. But that’s easy to forget, since we use it every day.
- Adding to the problem, safety reminders are often easy to ignore.
- Mississippi Power called on GodwinGroup to increase awareness of power line dangers and remind customers to use electricity safely—while walking the fine line between making a strong impact and causing undue alarm.
What we did, Part I (The big picture)
- GodwinGroup created a multimedia campaign around various dangers that customers already fear and respect.
- The campaign included one 30-second and two 15-second television commercials along with radio and print.
- All communications pointed to a Web landing page where customers could learn more about power line safety.
What we did, Part II (Strategic details)
- TV spots grabbed attention with startling clips of lions, rattlesnakes and other very real threats to draw the correlation that we should also steer clear of power lines, as the danger they pose also warrants respect.
- On radio, the dangers were conveyed using intense sound effects.
- In print and on the Web landing page, we used visuals taken from the TV commercials, connecting the traditional and digital media with a call to action.
How it worked (The results)
Mississippi Power conducts biannual telephone surveys with 900 of its customers. In the fall 2009 survey, following the launch of the campaign:
- 77% of Mississippi Power’s customers recalled advertising about using electricity safely, an increase from the previous year.
- 92% of Mississippi Power’s customers expressed a “Very Favorable” or “Favorable” opinion of the company.
In conclusion (What we learned)
The more attention you command, the more effective you can be.
Videos
Radio
Danger 60 Second Radio Spot
Image Gallery
Web Site
