Citizens Energy Group
As a public utility and public trust, Citizens Energy Group faces unique communications challenges, including customer outreach, utility education, emergency information, and community engagement initiatives. Creating a spokesperson with flair allowed us to:
Reach and all-time high
ad awarness of 64%
outpacing our 50% GOAL
Increase "aware" customer satisfaction
BY AT LEAST 5 BASIS POINTS
One Bill at a Time
If you own or rent a home or building in Central Indiana, there is a good chance you’re a Citizens Energy Group customer. To stay on top of their messaging and better serve customers, Citizens continually receives customer survey feedback. Year-after-year, month-after-month, customers rank “ways to save on their bills” as the thing they want to hear about most. Citizens turned to CVR to create a campaign with that could educate customers and capture the community-and customer-focused nature of the brand.
All In Your Ways to Save
We answered by developing a campaign centered around the key customer ask and embodied by a fun-loving spokesperson with a light-hearted sense of humor, “Ways to Save Man. ”In the early days of campaign, “Ways to Save Man” was the ultimate hype-man, celebrating the little things customer could do around the house that could make a big difference on their bill. Over the years, “Ways to Save Man” has evolved into a game show host, a social media darling, and boots-on-the-ground interviewer who tests local utility users’ knowledge. “Ways to Save Man” shows consumers that there are ways to manage their bill through conservation and by making them feel good about doing it. The multi-media campaign included broadcast and connected TV, YouTube, Meta, out-of-home, and even a splash of print. Increases in customer satisfaction and unaided recall confirmed that the campaign was breaking through the clutter while changing habits and attitudes.
