What they were up against.
Xcel Energy is a national leader in providing clean, reliable energy to millions of homes and businesses. As a brand, they’re committed to helping the communities they power thrive. But the reality was customers only thought about them 7 minutes a year, usually when paying a bill or when they had a problem. In 2016, the brand embarked on a mission to become more visible to those they serve–but increasing trust and preference among customers is difficult when nobody thinks about your product. After all, you can’t see energy. How do you make people feel positively about a product they can’t quantify?
What we did to help.
Yamamoto conducted primary research on a variety of concepts in both residential and business segments. The questions that emerged from the research were: What if energy was delivered in a box? And what if it was brought to your door or business by a smiling, familiar face? These questions formed the foundation of the Always Delivering campaign. Our always-on-the-move “Delivery Guy” with his signature red box was the perfect vehicle to deliver the Xcel Energy message. Providing dependable energy and helping families, businesses and communities thrive were now more than just words. The sentiment was brought to life. Given the scope of Xcel Energy’s market, getting the message out was no small task, and with a 90-day delivery schedule there wasn’t a moment to spare. Digital expressions, print and outdoor ads, radio ads and four national 30-second TV spots made up the campaign that kicked off Xcel Energy’s message. And in just under 10 weeks, the Delivery Guy went from the drawing board to millions of screens and pages across the country.
Work we did:
- Brand Strategy
- Tagline
- Experiential/Environmental
- Creative
- Digital Engagement
- Media Planning & Placement
- Analytics/Optimization
Video
Video
Video
What happened next.
- Customer trust has increased by 16%
- Sentiment that Xcel Energy cares about the local community increased by 16%
- Ad awareness at a 3-year high
- Ad liking at a 4-year high