Consumers Energy.
People.
Planet.
Prosperity.
The Why.
On its journey to becoming a socially responsible brand, Consumers Energy hired DBA to launch a bold campaign focused on sustainable energy.
Working hand-in-hand, we co-created a campaign around the measurable vision of "Coal Free by 2040."
"COAL FREE BY 2040"
The Way.
The "uh-oh" moment:
Facing potential backlash from displaced coal workers, we needed credible evidence Consumers Energy would protect their jobs.
The "ah-ha" moment:
After multiple focus groups, proof-point engineering and biometric testing, we learned something we couldn't discover through science alone:
The CEO's father had spent his career at Consumers Energy and was her inspiration in becoming an engineer.
"THANKS, DAD."
– Patti Poppe, CEO
Tracking Emotion.
Presented in a consumer perception study against other concepts, this one approach scored highest on our proprietary measure:
"Share of Heart"
The Work.
The results:
Passionate fans posted in social media and email:
"Literally crying. It's just so sweet."
"Because of this commercial, I brought the heat down to 65."
"Such moving commercials featuring the company that I am honored to work for."
"Proud to have my children work here some day."
"Fell in love with your commercial and with (the CEO's) dad."
One customer called to ask if the music score of the commercial could be played at her wedding.
J.D. Power rating, as well as IPSOS emotion scores significantly increased following the campaign, specifically tied to recall of the multi-platform digital TV.
The most award-winning energy spot in the brand's history, winning three Emmy® Awards — Best Commercial Campaign, Best Director and Best Writer.
Extended Campaign:
