National Grid
When global energy prices soared, National Grid customers—many already stretched thin—began to feel that pressure. Monthly utility bills climbed higher, and with them, anxiety grew. Confidence waned, spending power declined and frustration showed up in the metrics that mattered most—declining J.D. Power and customer satisfaction scores. People weren’t just looking for answers—they were looking for help.
National Grid recognized this wasn’t just a billing issue. It was a critical opportunity to show up with empathy, clarity and real support. The challenge was to make it easier for customers to find relief, reduce their energy usage and regain some financial control—all while rebuilding trust and confidence in the brand.
The response was the “Here to Help” platform—a unifying campaign that put compassion at the center of communication. Designed to reach both residential and commercial customers across New York and Massachusetts, the campaign showcased National Grid not as a faceless utility, but as a neighbor ready with real solutions. Whether it was a home energy assessment, payment plan or energy-saving tip, the message was the same: you’re not alone—we’re here to help.
To make access as easy as possible, a landing page was launched, translated into Spanish and Chinese, with clear pathways to support. For those who needed more than digital resources, National Grid hosted community events and webinars to create face-to-face connections and offer hands-on guidance.
The buy was immersive, high-reach and emotionally resonant. Broadcast, streaming and network TV—backed by marquee partnerships with the FIFA World Cup, NFL Thanksgiving and NCAA March Madness—ensured the message reached broad, diverse audiences. Social media, out-of-home billboards and Google Discovery Ads worked in tandem to drive deeper engagement and capture intent.
This entire effort really paid off—National Grid enrolled hundreds of thousands of customers in programs to help manage their energy bills which encompassed budget billing, deferred payment agreements and discount rates.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.