PPL Electric Utilities - Energy Efficiency

Integrated Campaign: TV, Digital, Video, Rich Media, Print

PPL Electric Utilities distributes electricity to 1.4 million business and residential customers in Eastern Pennsylvania. In 2009, through Act 129 legislation, the State of Pennsylvania mandated utilities to save significant megawatt hours across their customer bases by May 2013.

Challenged with generating awareness and educating customers about the complex range of rebates and programs, UMarketing developed an integrated communications plan including TV, digital video, rich media, print, digital display channels leading to a wealth of online tutorial videos on how each unique audience could take advantage of E-power programs. While optimizing both media and creative throughout, the campaign was also continuously responsive to changing factors such as audience focus, program changes and adoption.

Over the course of the first 4 years of Act 129 (Phase 1), UMarketing helped PPL Electric Utilities exceed their goals in all customer segments – motivating customers to save enough energy to power Allentown for 3 years.

PPL EU and UMarketing are now utilizing the benchmarks and key learnings from Phase 1 of Act 129 to further optimize the plan for Phase 2.

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