Idaho Power

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.

CLIENT Idaho Power
DELIVERABLES Television, Digital Ads, Out of Home
EXPERTISE Animation, Design, Illustration, Character Development

Character Development

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.

Campaign Execution

We executed a fully integrated media campaign across traditional and digital spaces. We ran paid search and programmatic display to drive traffic/acquisition while YouTube, OTT, and Pandora supplemented traditional TV/Radio. We also created a bus wrap and print ads.

Since we launched the campaign, Idaho Power has seen a steady increase in customer awareness/familiarity with its Energy Efficiency programs. This increased familiarity has driven overall customer satisfaction scores to the highest in company history, ranking near the top for all investor-owned utilities.

Further, when customers were asked about recalled “topics of communication,” energy conservations tips ranked #1.

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