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 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.