Challenge
Honeywell and BGE came to us with a problem. Their PeakRewards program, a program that offers bill credits in exchange for cycling down your air conditioning during peak demand, had run into a problem. They had signed up most of the “low hanging fruit,” the people that really cared about the up to $200 bill credit but they couldn’t get high-income customers to sign up. And high income users tended to be the highest users of energy. So if they don’t care about the bill credits, how do we get them to sign up?
Insight
There is no single reason that would motivate all of these people to join the PeakRewards program.
Idea
Because you want to do your best
We created a series of messages around 3 major motivating factors: financial empowerment (being in control), building a better future (community), and tech savvy (looking cool). We then placed these messages in news and business outlets in thematically related spaces, ex: financial control in finance and community in local and parenting. We also created a series of direct mailers that were sent to the customers based upon ESRI codes. All outreach led to a landing page that shared all 3 motivations.
Results
- Increased the click-thru rate of the digital banner campaign
- Doubled the traffic to the landing page
- Increased leads to the sales team