Energy Choice

The Maryland State Ad Agency (MSAA) produced an advertising campaign for the Maryland Public Service Commission (PSC) to increase public awareness regarding energy choice. The objective of the campaign was to enhance awareness of Maryland residential utility customers of their right to make a choice in the competitive market when it comes to their energy supplier; as well as how to protect themselves when potentially choosing a new gas or electric supplier.

The target demographic for this statewide campaign was persons aged 25+ with a 50-50 split between males and females. Messages were created in both English and Spanish. The campaign included: Broadcast and Cable TV, audio streaming, broadcast radio, OTT, OOH, digital, social and print media in Maryland.

PSC’s goal was to drive people to their website. The below results confirm the success of the campaign:

YOY Increase in session starts:
April 2024 941.4%
May 2024 873.6%

YOY increase in page views:
April 2024 1036%
May 2024 1017%

MSAA was proud to have partnered with PSC to deliver an important message to the citizens of Maryland.