THE PROJECT
To help El Paso Electric (EPE) teach our community about the connection between being energy efficient and seeing savings on their bill, we had to take a unique approach to messaging. Encouraging customers to take charge of their energy use has historically been a pain point for the utility, but we found a way to create a campaign that was fun, engaging and effective.
THE APPROACH
Past energy savings campaigns we’ve worked on typically focused on easy to implement tips that the utility shared through native channels like their social media channels. After a strategic insight session, we approached this new energy savings project through the lens of a behavior change campaign. We knew that to inspire improved energy use habits from our community we needed to reduce barriers to action, empower them to feel they can make a change, and to feel validated for their effort. This was the “aha” moment of our strategy. Up to now, most of the work of energy conservation was put on the customer, with potential cost savings being their own reward. In our approach we decided to literally reward good energy use behaviors with a gamified approach. This was when we created the Energy Savings Champion Challenge.
A first of its kind initiative for the utility, the challenge was met with excitement from the EPE team, and we appreciated their trust to truly try something new and exciting. The challenge was built around three tiers of energy savings tasks, ranging from simple things like; adjusting thermostats when not at home, to planting shade trees to block heat. The more tasks that participants completed, the more chances they had to win monthly prize packages complete with swag and gift cards. The ultimate prize was a $500 gift card and a custom Energy Savings Champion belt! Our omni-channel campaign featured a local celebrity promoting the challenge on broadcast radio and TV, while also following her on social media as she took the challenge as well.
A robust digital campaign elicited high levels of impressions, and delivered an above industry standard click-thru rate to a landing page where customers could register for the challenge and learn energy savings tips. These efforts were supported by a set of TV spots that featured actors portraying customers engaging in energy saving behaviors and being celebrated for it. The spots even featured a Mariachi band and Luchador or Mexican wrestler!
THE OUTCOME
This pilot project picked up traction immediately. In the first phase of the campaign, we had over 30 people win prizes by completing one or more tasks, and two customers entered for the grand prize by completing all 16 tasks in the challenge! As the three-month campaign ended, we registered nearly 500 customers for the challenge and belted the first grand prize winner of the Energy Savings Champion Challenge. Thanks to the initial success of the program, we plan to bring it back in the spring of 2025.
