DIRECT ENERGY DIGITAL CAMPAIGN
DIRECT ENERGY DIGITAL CAMPAIGN
PROJECT DESCRIPTION
This campaign came about after a series of regulatory changes allowed homeowners more choice regarding which energy companies they could choose. Direct Energy hoped to hook new customers with savings on their Fixed Rate plan. However, we faced the tremendous hurdle of potential customers not knowing that they could even take advantage of the offer. With those obstacles in mind, we launched this campaign going into the summer and promoted predictable rates with a banner ad. The microsite had to both sell the fixed rate plan and educate consumers that they now had a choice.
BANNER AD
Frame 1:
Arrows and temperatures rise from the bottom at varying speeds, along with copy.
Frame 2:
The yellow arrows progressively become more green and dollar signs appear. Numbers shift from degrees to kWh rates.
Frame 3:
The green arrows begin to drop and fade out, and the copy rolls down from the top.
Frame 4:
All elements continue scrolling toward the bottom. Blue bar moves to fill half the screen and expose the offer, then stops.
Frame 5:
Top of blue bar moves down to reveal logo and locks. Learn More button appears as call to action.
MICROSITE
Since this was such an educational project, the client needed to relay more information that would be suited to a normal landing page. We devised a simple 3-tab microsite to sell the fixed rate plan and convince the consumer that the offer was actually relevant due to the regulatory changes.
TAB 1
TAB 2
TAB 3