Challenge
Baltimore Gas and Electric (BGE) is a utility company located in Maryland. As one of my largest clients, there was a demand for customers to engage with the utility programs and turn up the heat on conversion rates. But people don't associate their utility company with anything outside of the monthly bill they have to pay. Frankly, they probably don’t give it much thought: receive bill, pay bill. Rinse, wash, repeat monthly. So how can you get your audience to not only engage with their utility company, but to turn that engagement into program participation?
Solution
People trust people they know: their neighbors, friends, family, and people who look and live like they do. More and more we see less trust in brands and more trust in reviews, locals, friends. So we used that human insight to flip the script and lead with people vs. program. We interviewed four diverse Marylanders who reside within the BGE service territory; real customers who shared insights on how they effectively used BGE programs to save money and energy with their unique lifestyles. The campaign is set to launch in April 2025.
MY ROLE: CREATIVE DIRECTOR | CREATIVE CONCEPT | OMNICHANNEL STRATEGY | ON-SET DIRECTION | EDITING + POST PRODUCTION
