CAMPAIGN: Desperate to Conserve Energy & Save Money
Florida Public Utilities is Safe at Home Thanks to EVOK.
EVOK gives FPU the coaching, equipment and plays they need to bring their green marketing initiatives from the electric and natural gas divisions to greener home fields ala desperate housewives, families, individuals and business in the four-market service area.
ideas.
FPU was desperate to develop a new campaign with an easy-to-grasp message applicable to both its natural gas and electric divisions to attract customers to their “green marketing”—by changing the value proposition from saving money to saving the environment—all delivered in an easy to understand package, balanced on heels and tied up with a bow.
work.
To create FPU’s new green marketing paradigm, EVOK created and implemented a 12-month campaign featuring a parody of the popular sitcom, Desperate House Wives. The multimedia campaign utilized compelling and brand-relevant images and copy in print ads and TV commercials designed to elicit an emotional response from consumers. The initiative was not only green, but striking in its approach. The images and copy emphasized the importance of making energy choices that minimize environmental impact, and found a soft-sell, yet thought-provoking way of explaining that FPU enables consumers to do so through rebates, energy audits and other incentives.
results.
The campaign was instrumental in changing and elevating consumer brand perception of FPU from a typical utilities provider to a partner in helping everyone do their part in protecting the environment through energy conservation. Not to mention a company that was savvy, sassy and smart. This major change not only in branding but in corporate mission is resulting in both a greener and greater community involvement company-wide.
For a card that’s collector worthy. And a game that’s on, let’s play.
