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FirstEnergy: Integrated Brand Campaign

Delivering more than energy

FirstEnergy is investing in a smarter, stronger and safer grid. This may sound complicated, but it’s really just a brighter way to deliver what matters most to their customers. To reach those customers, we launched a fully integrated campaign including TV, radio, digital, social and outdoor. Now, most people don’t think of their energy provider until the lights go out. So, with that in mind, we chose to deliver the “Brighter Energy Future” campaign by featuring the people who help get those lights back on.

The campaign recently received two first-place awards at the 95th annual Utility Communicators International (UCI) Better Communications Competition (BCC). This prestigious competition draws entries from utilities of all sizes. It is judged by expert industry peers and consists of categories across almost all aspects of utility communications.

So far this campaign really has a lot of people talking. Industry pub Chief Marketer recently posted a feature article touting the campaign’s integration. Traditional 30-second TV spots were created, as were longer-form videos for social. Connected TV; paid social on Facebook, Twitter and YouTube; and programmatic display ads were also part of the mix, as were native advertising, interstitials and page takeovers on sites like CNN.com and Weather.com.

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