In 1924, Colorado Springs made a choice that shaped its future. That decision has echoed through generations, fueling not just homes but civic pride. For 100 years, residents have owned their utility. It’s not just where power comes from; it’s part of the city’s civic fabric. So when Colorado Springs Utilities prepared to launch a Time of Day rate structure—a move designed to protect the grid by encouraging off-peak energy use—they knew this couldn’t feel like another bill insert. It had to feel like a conversation.
But, how do you ask people to change their habits—when they believe their light switch is a right, not a request?
The goal wasn’t just education. It was a transformation.
Our goals:
We needed more than messaging. We needed a myth.
So we created Smallfoot.
Instead of launching a conventional awareness campaign around Time of Day rate changes, we introduced a local legend. By turning conservation into a lighthearted search, Smallfoot gave customers something no rate change ever had before: a reason to smile.
Through documentary-style storytelling, dry humor, and cinematic pacing, transforming regulation into folklore, and residents into co-authors of a new chapter in conservation. Smallfoot started with a simple insight: people don’t want to be told to change. The best way to change behavior isn’t demanding it—it’s by making people want to participate.
That’s why we didn’t start with energy. We started with myth. Smallfoot, the tiny energy footprint creature inspired by Bigfoot, became the face of conservation in Colorado Springs. Instead of just warning customers about peak-hour pricing, we gave them something to chase. Through cinematic “sightings” and near-misses, Smallfoot encouraged residents to adopt energy-smart behaviors.
Hemingway Flynn, our explorer and narrator, grounded the campaign with wit and sincerity. Through short-form video, print, digital, and social content, he took customers on a citywide journey: uncovering lone burgers sizzling on stovetops, discovering mysteriously timed laundry cycles, and tracking curious flickers of hallway lights—all subtle signs that Smallfoot had passed through.
To match that playful, behavior-driven story, we built a full-funnel media strategy focused on reach, relevance, and results:
The campaign also emphasized equity and access. We adapted the creative for Spanish-speaking residents and prioritized Hispanic-majority ZIPs. GA4 and conversion data helped us optimize placements and drive meaningful website interactions like form and app downloads.
Every element worked together to make the unfamiliar feel familiar and the complex feel intuitive. Through character, curiosity, and storytelling, we turned energy conservation into something Colorado Springs could get excited about.
Smallfoot didn’t just educate. He entertained. And that opened the door to behavior change that sticks.
Smallfoot transformed a technical rate change into a citywide story—and in doing so, exceeded every campaign objective.
Our media goal was to build awareness, improve brand favorability, and drive adoption of the Time of Day rate change. We also aimed to shift perception—from mandatory compliance to voluntary participation—through approachable, story-first messaging.
Here’s what success looked like:
More than metrics, we saw momentum: increased engagement across digital and social channels, with residents actively participating in the hunt for Smallfoot.
