Best Commercial Campaign - Emotional Engagement Gets Results
With the epic rise of global warming, Consumers Energy took a gigantic step forward in announcing greener energy initiatives such as their commitment to be coal free by 2040. But they needed to convince the public of their sincere efforts.
So, my agency and I developed the brand position and campaign entitled “People, Planet and Prosperity.”
Here, we highlighted real individuals inside Consumers Energy who had made great strides in serving people over the years and were committed to getting rid of fossil fuels even at the expense of profits and their livelihoods.
We told the true story of the CEO who chose to follow in her father’s footsteps. Other ads showcased the various goals Consumers Energy spearheaded for reducing waste and greenhouse emissions.
Results:
I won my eighth and ninth Emmy for best commercial campaign and best commercial writing
Consumers Energy J.D. Power rating, as well as IPSOS emotion scores, significantly increased following the campaign, specifically tied to recall of the multi-platform digital TV
The consumer testing of this series scored higher than traditional energy ads in building emotional engagement
View samples below that include commercials, digital banners and a consumer-facing video.