This Northeastern power company wanted to unify its conservation, energy efficiency, and gas conversion efforts - all targeted to different customer types in different geographies - with one powerful idea.

We studied societal movements such as MADD, recycling, and anti-littering to create a movement of our own: "The 3 Percent Less Challenge."

We designed the badge, wrote the manifesto, built the online pledge center, redesigned their digital properties to extend the initiative across all major online initiatives, and launched the campaign in Fall 2009.

In less than a year, site visits have increased 50% over previous efforts, awareness of National Grid efficiency programs increased 31% after launch, and DM creative outperformed control by more than two to one.

Services: Web development, advertising, media buying and planning, design, customer fulfillment, and internal communications.
Power of Action Homepage

 
Power of Action Welcome Pack 1

 
Power of Action Welcome Pack 2

 
Power of Action Welcome Pack 3

 
National Grid SI Ferry A1

 
National Grid SI Ferry A2

 
National Grid SI Ferry B1

 
National Grid SI Ferry B2

 
National Grid SI Ferry C1

 
National Grid SI Ferry C2