Integrated media campaigns are the backbone of any new product launch. They work especially well if your research uncovers major markets of opportunity as was the case with Pepco Energy Services.
The Goal: Get business owners and c-suite decision makers in New York, Boston and Chicago to switch energy providers.
The Challenge: Companies are just plain skittish about switching energy providers. Pepco Energy Services was coming into markets with established players and a fraction of the competition’s budget.
The Opportunity: Business leaders were growing increasingly dissatisfied with their fluctuating energy costs.
The Campaign: We challenged the competition by placing our messages where they were advertising in direct response media. We strategically placed 60-second radio spots plus print and banner ads with fiery orange graphs showing the jagged line of rising energy costs, juxtaposed against the horizontal line representing Pepco Energy Services’ steady prices during the same time. The universal campaign was suitable for multiple regions, the flexibility of the campaign accounted for a variety of strong messages to stay fresh and the strength of message ensured targets took action.
A summary of the media used:
Radio: 60-second spots and news/traffic/weather sponsorships on News/Talk and Adult Contemporary formatted stations; National Public Radio sponsorships.
Internet Media: Major market newspaper sites, Geo-targeted business sites and Executive magazine sites.
Out-of-home: Billboards along high traffic commuter routes in major metropolitan areas.
The Response: Commercial users responded and made a change – to Pepco Energy Services which led to an 83% revenue increase over the same time period the previous year.