Rebecca Harris, Research Analyst –
Sacramento Municipal Utility District’s (SMUD) “Rock Band” advertising campaign engaged residential customers in My Energy Tools by promoting three different types of bill alerts: high bill, mid-bill and bill threshold alerts. The campaign led to thousands of new enrollments in bill alerts, creating more customer engagement as the company transitions to a time-of-use rate structure.
The campaign spanned digital, print and broadcast channels. It centered around the campaign’s TV commercial, in which a father receives a high bill alert showing mysterious usage spikes at 4 p.m. The commercial cuts to 4 p.m., as his daughter shreds on an electric guitar with her garage band, while a voiceover explains how to enroll in SMUD’s bill alerts. The commercial rated high in SMUD’s tests for likeability, brand alignment, effectiveness and message recall.
The ad campaign was a success. Tracking showed increased site visits for SMUD’s alert landing pages and 22,000 new bill alert enrollments. Ongoing digital, social and mass media advertisements contributed to a steady increase in enrollments, with significant spikes in enrollment following email blasts and newsletters.
For more information on SMUD’s “Rock Band” campaign, come to Chartwell’s next webinar on June 20 at 2 p.m. Eastern. You’ll hear from Jason Casella, SMUD’s marketing team supervisor, about how SMUD is helping its customers manage their electric bills as the company moves to a new time-of-day rate structure in 2018 and 2019.
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