Puget Sound Energy Launches New Ad Campaign from DNA
Promoting Energy Tools & Money Saving Tips with a Host of Characters
Seattle, Wash., February 2016 - A cast of clay animated characters created to represent a variety of Puget Sound Energy customers star in a new advertising campaign from Seattle-based DNA. The creative concept encourages PSE customers to use various tools and programs to save money on their energy bill and easily report an outage when the power’s out.
The “Happy to Help” campaign includes three television spots: two that feature scenarios of customers saving money with PSE’s energy efficiency programs, and one that shows how easy it is to report a power outage with the PSE mobile app. The campaign will also include digital and paid social media elements running in the Seattle media market as well as Twitter, Instagram and Facebook posts.
“The ads may be light-hearted but the campaign has a serious goal. We want to break through the clutter of messages everyone is bombarded with so we can effectively promote our self-service tools in a fun and engaging way,” explained Grant Ringel, Director of Communications for PSE. “The campaign has relied on many different voices in the company working together, including teams in energyefficiency, safety, community outreach, communications, customer insights and plenty of other places. We have already had a group of employees and customers share their opinions about the overall concept, and it has been overwhelmingly well received”
In one spot, “The Incredible Bill Shrinking Light Bulb,” a clay animated customer turns on a lamp to look at bills on a table and watches his PSE energy bill shrink.https://www.youtube.com/watch?v=yFvih_2XlLU
The spot promotes energy efficient lighting offered by PSE to help customers save electricity and money.
Another spot, “Cold Hard Cash,” shows a clay animated mom mid-workout, going to her refrigerator to fill her glass and out pours money instead of water, showing the money that she saved by using herenergy efficient refrigerator.
https://www.youtube.com/watch?v=ovOpxPTPlQI
“The characters are whimsical depictions of customers in the Pacific Northwest,” explained Kammie McArthur, Creative Director at DNA. “Clay animation allows us to exaggerate situations and emotions to drive home the idea that PSE is looking out for customers. And does it in a fun and memorable way that is unique in the category.”
DNA turned to Portland, Ore.-based animation company House Special, creators of the animated hit movie Fantastic Mr. Fox, to create the the clay animated scenes. Every element of the ads – from the characters to the pictures on their walls to the coins that pour from the refrigerator– was handmade. Every detail was considered to ensure that the characters and their homes captured the authenticity of the Puget Sound region.
Given the Pacific Northwest climate, power outages are an ongoing concern, so the third spot in the campaign promotes the PSE app that enables customers to instantly report when power goes out and to get information on when power will be restored.
PSE intends to use these characters in ongoing promotions throughout the year and with internal communications among PSE employees.
About PSE
Puget Sound Energy is proud to serve our neighbors and communities in 10 Washington counties. We’re the state’s largest utility, supporting 1.1 million electric customers and 790,000 natural gas customers. For more about us and what we do, visit pse.com. Also follow us on Facebook and Twitter.
About DNA
DNA has extensive experience in helping brands connect with audience on a deeper level. Advertising is our product but our approach differs from others. Uncovering love for a brand is what we're about. In an age where consumers hold all the cards – when it’s no longer possible to trick or beguile or intrude – this kind of deep and authentic connection can have a powerful and meaningful impact. Founded in 1998, DNA is a full-service marketing communications agency based in Seattle, Washington and is one of the fastest growing agencies in the region. Some of DNA’s clients include: Alaska Airlines, PEMCO Insurance, BECU, Group Health Cooperative, Puget Sound Energy, Golden 1 Credit Union, and Tommy Bahama. Visit DNA on the Web at www.dnaseattle.com, on Twitter at @dnaseattle and on Facebook.