OVERVIEW /
This program from Duke Energy allows customers the opportunity to receive cash and incentives for repairing or installing qualifying equipment onto their homes and/or businesses. This list of items, which includes high-efficiency and energy-saving lighting, HVAC, pumps, among other qualifying equipment, helps reduce energy consumption and lowers costs associated with monthly bills.
TASK /
As an homage to the ‘Deep Thoughts by Jack Handey’ skits from SNL, I helped create a series of web videos, advertisements and radio commercials (which ran in select consumer markets) intended to peak awareness and drive traffic to the Smart $aver Incentive Program website. The spots are tongue-in-cheek and intended to look much different than other branded material that consumers are used to seeing from this company. The campaign attempted to come across as light-hearted and empathetic due to the fact customers had to spend money—when they didn’t want to—on very unsexy home improvements just to receive any incentive.
RESULTS /
While web traffic and analytics are unconfirmed at this time, there was a spike in residential customers registering for the program in the months after the campaign began. A third video and radio spot is in the works.
TEAM /
Agency: Capstrat
Group Creative Director: Scott Ballew
Copywriter: Amy Cozart Burgess
Art Direction & Lead Design: Ryan Cuthriell
Motion Designer: Meredith Schmidt
Sr. Account Executive: Emily Massey
