A smart campaign enouraging smarter energy use

Scope: Concept - Video - Digital - Print - Illustration - Website - Social - Audio

Dominion Energy uses their “ThermWise” campaign to encourage customers to sign up for a Home Energy Plan to conserve energy. Exactly how often do clients ask for help to convince consumers to use less of their product? It’s been more than ten years. And counting.

THE PROBLEM

Dominion Energy is a unique beast. By law, it has to encourage homeowners to use less energy through its ThermWise program. And it has to be measurably effective or the state of Utah gets Big Mad. Charged with using its long-standing ThermWise spokesperson, Therm, we had to increase brand awareness of the ThermWise program and create behavioral change.

THE SOLUTION

Develop a stealthy campaign. Because everyone hates their utility company, we used humor to sneak in its important message about saving energy and money with ThermWise.

Design Assets

THE RESULTS

It’s working. Home Energy Plans are scheduled for 3+ weeks out, engagement on the ads is through the roof—over-indexing by 86%. More importantly, people are learning how to save money on their gas bills. An annual results survey showed the following:

7 in 10 people are aware of the ThermWise campaign

Half of Utah residents are aware of specific rebates offered through the ThermWise program

Half of Utah residents try to save money on their gas bill by implementing measures in their home

1 in 4 plan on bringing Dominion Energy into their home this year for a Home Energy Plan to see what they can save on their gas bills