MUSE Silver

2023

Positive Energy

Entrant Company

PACO Collective

Category

Advertising - Magazine Ad (Campaign)

Client's Name

ComEd

Country / Region

United States

THE Problem
People generally don’t even engage with their utility companies unless there is a problem. Therefore, when engaging with service companies, e.g., a cable company, or energy company, there’s an expectation that “dealing” with these companies comes with some friction. How could we counter against these perceptions and have people actually feel good about their local energy company?

THE Big Insight
People choose to engage with service brands that ‘get them’ and understand their priorities. And consumers are more interested than ever in knowing that their energy comes from reliable and clean resources whenever possible.

THE Solution
We created a new awareness campaign called “Positive Energy”. A campaign designed on consumer centric moments to remind our audience how energy fits into their daily lives and is a part of every amazing moment and memory. Positive Energy isn’t just words, it’s the good feeling that lives across all communication, brought to life through inclusive and diverse imagery.

THE Results
559 million impressions. Overall customer satisfaction increased to a rate of 63%. Rebates claimed went up 40% year over year.

Credits

CEO / PACO Collective
Ozzie Godinez
CCO / PACO Collective
Pablo Acosta
Executive Creative Director / PACO Collective
Martin Serra
Associate Creative Director / PACO Collective
Dan O'Connor
Senior Art Director / PACO Collective
Yuleni Espinosa
Group Account Director / PACO Collective
Kelly Sudnik
Account Director / PACO Collective
Jonathan Moreno
Sr. Account Executive / PACO Collective
Charlene Steininger
Senior Project Manager / PACO Collective
Ivette Sanchez
Producer / PACO Collective
Peter Norman
Marketing Manager / ComEd
Elsie Rodriguez
Energy Efficiency Sr. Marketing Specialist / ComEd
Lisa Schuh
Marketing & Customer Education / ComEd
Laura Basili
Director ComEd Marketing
Stephen Lesniak
Director / Gravy Films
Trent Jaklitsch
Producer / Gravy Films
Tania Stephens
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