Energy supplier choice was coming to Pennsylvania. A free market for electricity and natural gas was about to become crowded with suppliers competing for business. PPL EnergyPlus needed to build awareness with commercial, industrial and institutional customers.
Deregulation was a mystery to most hospitals, factories, universities and other target audience clients. The campaign was built around the idea that the supplier who facilitates an understanding of deregulation will get business. It was crucial to position PPL EnergyPlus as “energy experts” who could help large companies navigate the transition to a free energy market.
A dimensional direct mail featuring a clock counting down to the start of market pricing on midnight of January 1 conveyed a sense of urgency. A microsite with three two-minute videos demystified deregulation. A campaign in regional business journals generated awareness, supported the direct mail and drove traffic to the microsite.
After the direct mail dropped, sales leads increased five times and led to dozens of new clients for PPL EnergyPlus.