There was a time when EVs were hard to love. Too few charging stations, shorter battery ranges, and higher sticker prices were all barriers, even for the eco-conscious. But we’ve come a long way– chargers are everywhere, ranges are longer than ever, and all-tolled EVs are downright economical. Folks just didn’t know.
Our campaign took on those barriers to adoption and knocked them down with relatable charm and compelling facts, leading people to the natural conclusion; It’s time to LOVELECTRIC.
Excavation damage on customer property is the leading cause of utility disruptions and dangerous accidents. Most homeowners have a pompous confidence when it comes to their yard and don’t see a need for having lines marked before they dig, while others don’t even know 811 free service exists. Thanks to this quirky, sticky, stop-motion campaign, we saw an increase in requests for 811 Dig service of 14% YOY. In June, typically the highest for dangerous dig incidents, we saw them drop 49% YOY.
Every family has one. The person who worries a little too much about safety, in a good way. This campaign salutes that “family safety monitor” who makes sure gas and electricity are handled with the respect they deserve. With messaging across social, digital, broadcast, out-of-home, and display, we spread helpful tips in English and Spanish to prevent the most common accidents.
Nobody likes high energy bills, that goes for customers and utilities. We had to help people cut energy use to save their wallets and California’s power grid. We did what Americans do best- we turned a problem into a sport and cheered on our newly formed super-saving Team California. Using OOH, digital, social, and radio, we delivered like LeBron delivers 3pointers. Energy use dropped 12% YOY for residential use and 14% for business.
People think of SDG&E as a power company. They don’t know how dedicated they are to preventing wildfires. So dedicated, it should be part of their name: San Diego Gas & Electric & Wildfire Safety. We grabbed attention and delivered crucial information with a graphic approach integrated across video, out-of-home, social, print, display, rich media, and a dedicated app. And San Diegans heard us. During the worst wildfire season in CA history, we caused a 16% lift in customer opinion that SDG&E helps people stay safe and informed during wildfires.
Please don’t think of SDG&E as a utility. They’re actually a future-forward tech company with big ideas, making it the country’s leader in renewable, sustainable power. To make that distinction, ours was a two-pronged effort; first, tell customers how we’re innovating energy use to make it better for all. The second was to tell the Power Utility Commission why they should renew the contract to make SDG&E San Diego’s power provider for the next 50 years. Both worked beautifully.
Californian’s already knew how to conserve energy. We just needed to give them credit for doing it. The response was amazing: an average of 24% less energy used when the campaign was live. Fun, and effective.
