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FirstEnergy: Integrated Marketing 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 people who use their energy to bring you yours.

This banner ran on CNN.com. It was programmed to automatically play a teaser video showcasing each of our three featured employees. It also included a static image and text that encouraged users to click through and watch their full stories.

Still answering the call.

Who do first responders call in an emergency? They call a lineman like Todd.

Reaching new heights.

Jessica is a substation electrician who is going above and beyond for her customers and for women in her field.

Empowering the next generation.

Electrical engineer Dewayne is protecting his customers’ way of life and transforming the lives of young engineers.



Key brand as friend driver: story

There are a lot of interesting people who work day and night to keep your lights on. We focused on three. Each had an authentic story to tell, a unique way of telling it, and a style that just about anyone could relate to or appreciate. Now these stories are generating hundreds of thousands of views and millions of impressions — and energizing the FirstEnergy brand.

About Brand as Friend Learn more about Brand as Friend >>

Artboard 1




Integrated Marketing Campaign


Energy & Sustainability


Advertising, Media Planning & Buying

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