After seven years without brand advertising, Portland General Electric had fallen out of touch with customers. And the utility’s few points of connection—bills and power outages—were not exactly positive. PGE was held in high regard in the energy industry, but it needed to generate the same affinity with customers. From investment in green energy sources and innovative technology to friendly customer service, PGE represents the area it serves. It just needed to tell its story to reconnect.
What we did
Affinity comes from connection. Although the Pacific Northwest was interacting with PGE every day, it didn’t click for most people. Through cinematic storytelling, we revealed how PGE powers the daily rhythm of Oregon. PGE’s innovation, sustainability and dedicated customer service resonate throughout the ad, forging a stronger emotional connection. We created a unique campaign URL to open a path to engagement and gauge the ad’s effectiveness. The site provided tips for lower bills, energy options and smart technology information. PGE quickly went from invisible to a shining example of a company that cares.
What happened next
- The custom campaign URL garnered double the goal for visits in the first month alone.
- The spot performed so well that PGE increased its media buy for greater visibility.
- PGE reconnected to the customers it serves with a new gateway to engagement.