Atlantic City Electric
Apart from billing or outages, most customers rarely interact with their utility providers. In this context of low engagement—and amid rising energy prices and discussions about rate increases—Atlantic City Electric faced the complex task of introducing a transformative new technology: smart meters.
With limited customer interaction and growing concern over rising energy costs, Atlantic City Electric faced the challenge of introducing smart meters to 575,000 customers. The goal: raise awareness of its Smart Energy Network and drive meaningful engagement with new tools that put energy control in customers’ hands.
Our strategy was rooted in a simple truth: people crave control— especially when life feels increasingly unpredictable. We sought to show that smart meters don’t just provide data—they help customers become more informed, make better energy decisions and feel smarter for it. The campaign’s tone was optimistic, encouraging and accessible, making energy conservation feel doable and rewarding.
The creative approach was designed to follow the customer journey, aligning key messages with moments that matter:
“That’s Smart” (Deployment Phase): Launched in September 2022, this phase created awareness and excitement about smart meters before installation. It laid the groundwork by introducing the benefits of smart energy technologies.
“Smart Move” (Activation Phase): Debuting in Q4 2023, this phase focused on what happens after installation. It urged customers to log into their MyAccount portal, explore usage data, set billing alerts and use personalized tips to save energy and money. It reframed energy management as something not just necessary, but empowering and satisfying.
A surge in awareness, engagement—and smart decisions.
Early results indicate significant impact, proving that the right message at the right moment can shift behavior:
smart energy network awareness grew 47 percentage points to
monthly unique landing page views increased by
users who accessed MyAccount
The momentum continues as Atlantic City Electric proves that with the right tools and message, every customer can make a Smart Move.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.