Innovative Energy Planner℠ program seeks to change consumer behavior
TAMPA, Fla. – (Dec. 3, 2013) – Challenged by consumer behaviors that demonstrated an increasing appetite for electricity coupled with a general lack of interest in managing electricity usage, Tampa Electric Company called on PeakBiety branding + advertising to help overcome this consumer apathy toward conservation messages.
“Florida homes are using more major appliances, air conditioning, pool heating and electrical gadgets than ever before, yet conservation messages have become old for many customers. The result is that most consumers tune out and ignore these messages,” says Glen Peak, PeakBiety president and brand strategist. “We needed to find an innovative way to gain consumer attention and comprehension, but also to motivate them to change their behaviors without compromising lifestyles.’”
Tampa Electric had developed an innovative program called Energy Planner that empowers consumers to take more control of their energy use and even offers access to lower rates in the bargain. Subscribers now have the convenience of enrolling and programming use of major heating and cooling systems online. Tampa Electric asked PeakBiety to help generate greater customer participation in the program.
The agency used an unexpected approach compared to most utility industry conservation advertising. The new ads feature family-friendly animated characters, such as a computer that tells customers how they can use their own computer to program their thermostat and some appliances while away from home. In another commercial, a talking house – that’s not feeling well – suggests calling Tampa Electric to schedule a free Home Energy Audit. The multi-dimensional campaign incorporates the use of television, radio, print, electronic and social media to introduce the benefits of a varied set of energy efficiency program offerings.
“We were pleased to see the positive response from consumers during the pre-launch testing of the concepts,” says Ray Matava, senior coordinator, marketing and customer communications at Tampa Electric. “We are firmly committed to a partnership of energy conservation with our customers, and anticipate a high level of participation in the Energy Planner initiative.”