The goal of Idaho Power’s Energy Efficiency program is to educate customers about how to save on energy costs. We put our heads together to create a friendly campaign that both provides customers with energy-saving tips, as well as increases relevance and visibility to the Energy Efficiency programs.
Our biggest challenge was to make a utility company feel more personal and friendly. We achieved this task by creating digital characters—a dog (Wattson), and his owner (Joulie)—to personify the company and its services. The addition of a dog was a specific choice for the Boise community’s love of dogs.
We're good at what we do, sometimes they even give us trophies.
We also ran paid search and programmatic display ads to drive traffic/acquisition while YouTube, OTT, and Pandora supplemented traditional TV/Radio. We also created an adorbs bus wrap and print ads. Since we’ve launched the campaign, we’ve seen a YOY lift in residential and commercial use of energy efficiency programs.