Ad for Palm Cards, Flyers, and Newspapers
Social Media Posts Advertising Contest Winner
Newspaper "Story" Ad for Contest Winner
Contest Winner Video
Pacific Gas & Electric
Newspaper Ads, Palm Cards/Flyers, Social Media Ads, YouTube Video
As a utility company, the client is the only choice in their jurisdiction. Their goal is to maintain a good image and trust for current and future customers. As continued outreach into ethnically-diverse communities, they wanted to do a campaign for Black History Month.
The "what" and "how" was up to myself and the agency. With a small budget, word of mouth and targeted placements were key.
The insight I came up with was that while Black History Month is about remembering the past, it's most important as inspiration towards a better future. From this, the campaign concept and messaging flowed.
We created a contest designed to engage younger community members who likely weren't paying energy bills yet - high school students. In our "Building a Better California" contest, they were to send in a photo and essay about the work they do for their community, and the winner would get a technology prize pack of desirable college ready goods, like a MacBook Pro and iPad Air.
I created copy to advertise the contest on social media, in local newspapers, and on palm cards distributed through community organizations and the schools. I also wrote social media posts and ads promoting our winner, framing it like a news piece about an outstanding local student, essentially sponsoring a source of community pride and inspiration.
Our partners produced a video for the winner and his story, as well.