EMPOWERING CALIFORNIANS
Southern California Edison (SCE) wants to create a 100% clean-energy California by 2045 as their goal. This included programs such as installing over 41,000 EV chargers across the area, modernizing the grid, or encouraging smart thermostat or electric vehicle purchases with rebates. However, such a task sounds daunting to most people.
EXECUTION
We needed to empower and let customers know of ways that they can, indeed, make a difference. This was executed through different channels for new and existing customers. My job was to create targeted social ads, OOH, digital banners, emails, and other collaterals across different campaigns.
01 | WE HAVE THE POWER
02 | Demand Response
SCE’s Demand Response program targets both residential and non-residential customers to encourage limiting their electric use during peak hours in exchange for bill credits. I led the campaign that spanned across digital, social, print, web, and video to create awareness and enrollment. At the end of the campaign, this led to a 40% increase in program enrollment for residential customers, a 1680% increase for non-residential customers, and a 594% increase in signing up for the alerts app. Needless to say, this far exceeded SCE’s expectations within the past 2 years.
03 | EV REBATES
One of SCE’s clean energy initiatives is to encourage customers to purchase or lease a pre-owned electric vehicle (POEV) and reduce using gas powered cars. To incentivize customers, SCE offered a $1000 rebate for those who purchased a POEV and an additional $3000 rebate for those who are income-qualified. I created a visual campaign of making it rain money across different paid media, social, and OOH ads to capture the customer’s attention. This led to an effective 123k impressions for those were income-qualified and also strong engagement with 1 in 4 users in beginning the application process within the POEV website.
