FirstEnergy

An integrated brand campaign that humanized energy and energized customers.

Energy & Sustainability

Advertising // Content // Design // Performance Marketing // Social Media // Strategy & Planning

FirstEnergy, one of the nation’s largest investor-owned electric utilities, was looking for a way to show their customers they are investing in a smarter, stronger and safer grid. They knew it wasn’t enough to simply say their work is building a brighter future for their employees, customers and communities, so they hired Mower to create a story that showed it.

Where we came in.

Most people don’t think of their energy provider until the lights go out, and to be completely frank, not many people like their utility companies. But one thing is for sure—everyone loves a lineman. They’re the heroes who come out in the middle of the night to save the day. They’re out working when no one else wants to. They’re the people we offer coffee to and know by name. With that perspective in mind, we created the “Brighter Future” campaign to spotlight those who turn the lights back on.

So, we grabbed the production team and followed a group of diverse FirstEnergy employees on the job. We captured where they come from, why they chose a career with FirstEnergy and how they take pride in providing their communities with safe and reliable power. Then we created TV, radio, digital, social, outdoor and longer-form documentary creative to tell their stories and give viewers something they can’t help but feel empowered by.

Increased
Positive
Customer
Perception

Nice, but what’s the big deal?

Since the campaign launched, positive customer perceptions have drastically increased. Now studies show more customers than ever believe FirstEnergy is a company that improves the lives of customers, makes communities stronger and betters the environment. In addition to boosting employee and customer morale, the campaign received a whole lot of recognition, including winning two first-place awards at the 95th annual Utility Communicators International (UCI) Better Communications Competition (BCC)—the oldest awards program for utility communicators. Yeah… we’re pretty charged up about these accomplishments too.

We turn brands into friends.

Through highlighting FirstEnergy’s very own employees, we created a story that showed FirstEnergy as genuine people, just like you, who have a passion to serve their community, ultimately changing the stereotypical consumer language of “I’m stuck with my utility company” to “I’m proud of my utility company.”

Key Brand as Friend® drivers:

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.