The energy conservation campaign customers loved—and remembered.
Why they called us (The challenge)
- Mississippi Power came to GodwinGroup with two key objectives: First, to provide energy conservation ideas to their increasingly energy-conscious customers; and second,
- To generate favorable awareness as a responsible corporate citizen with genuine concern for customers.
What we did, Part I (The big picture)
- GodwinGroup created a multimedia advertising campaign designed to empower customers with energy-saving tips to help them save money in a troubled economy, enhancing the brand’s value in customers’ eyes.
- Helping customers save energy and money in today’s energy-conscious environment also worked to position Mississippi Power as a responsible corporate citizen with genuine concern for its customers.
What we did, Part II (Strategic details)
- The campaign was delivered from a child’s perspective, using conservation phrases parents often say.
- The children charmingly disarm the audience while conveying simple energy-saving tips—a fresh and memorable approach to educate and remind customers about energy conservation.
- The campaign included a TV commercial, radio spot, four print ads, Web banners, bill inserts and interior office posters.
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:
- Ad recall about energy efficiency hit 82%—the highest level recorded in five years.
- A staggering 92% of customers expressed a “Very Favorable” or “Favorable” opinion of the company.
In conclusion (What we learned)
When you set out to educate your customers about your product or service, you don’t have to put them to sleep—or lose your brand identity. This campaign proves that educational advertising can not only be engaging and memorable, but can also be a powerful way to reinforce the brand image you desire.
Videos
Radio
Kids Cell Phone Radio Spot
Kids Microwave Radio Spot
Image Gallery
