Constellation Texas
Selling electricity plans one funny animal at a time.
DISCIPLINES
Advertising, Digital & Broadcast Production, Digital Marketing, Media Planning/Buying, Social Media
CATEGORIES
Challenge
There are two very different types of residential electricity customers in Texas. “Rate Hoppers” change plans often just to save a few fractions of a penny per kilowatt hour. “Never Switchers” refuse to change plans because they feel it’s not worth the hassle. Constellation needed to convince Rate Hoppers to switch and then stick. It needed to convince Never Switchers to get off the dime and change plans for once in their lives.
Making the job more difficult was that, as a true challenger brand, Constellation was vastly outspent by many major, well-known Texas electricity providers. Those companies cause tremendous marketplace clutter with a numbing, Texas-size sea of sameness – one forgettable, ignorable TV spot after another, and another, and another…
Challenger Brand Solution
Symbols of Re-evaluation
GKV cut through the clutter in a big way by creating bold, humorous TV commercials that featured highly engaging found video footage of animals doing funny, goofy, memorable things. We used the animals’ antics to grab attention and to signify the shock, frustration, disappointment, and other emotions customers feel when dealing with many electricity providers.
The TV spots created symbols of re-evaluation for homeowners, causing them to re-evaluate how poorly they were being treated by their electricity providers and how much they were being overcharged. We also featured the funny animal stars of the TV spots in social posts, web videos, billboards, and direct mail.
Results
The campaign got noticed and connected with both Rate Hoppers and Never Switchers, entertaining them and enticing them to switch to Constellation.
- The campaign delivered 69 million impressions, 67% of them from TV.
- The campaign drove 531 website sessions with plan switchers.
- Lead volume grew 12.6% year over year, and it increased 25.3% compared to the prior period.
