NRG is an energy provider who supplies customers throughout the Northeastern United States. Currently, there is low consumer awareness that they have a choice in energy providers and default to their base utility. NRG wanted to raise awareness in Philadelphia to not only remind consumers that they can choose their own energy provider, but that NRG has plans and rewards that meet their lifestyle. The utility space can be incredibly challenging as everyone is technically selling the same product – electricity and natural gas. So to find a more disruptive way to cut through that noise, NRG wanted to build a bright, engaging brand presence by taking over the SEPTA Broad Street Subway line at the NRG Station to better introduce themselves to consumers in Philadelphia.
When NRG took over Philadelphia’s SEPTA transit system they wanted to do it in a big way. They wanted to grab busy travelers' attention and also let them know they have the power to switch their energy provider. And, with NRG, those same consumers can earn rewards for the energy they already use every day. So we flooded SEPTA signage and bus wraps with color, bringing NRG’s vibrant brand to life through bold energy shapes radiating out from common home electric devices. This allowed us to clearly visualize home energy – what is essentially an invisible product. Across a range of scenarios from cooking and laundry to relaxing and working from home, the engaging ads were paired with clever headlines that connected the brand to its value props. This group of ads all worked together in a cohesive design system, spread across a wide spectrum of physical and digital placements. The campaign was impossible to miss, letting Philadelphians know that while NRG has the energy, the power is in their hands to choose the most rewarding provider.
The takeover garnered greater brand awareness and earned PR recognition supporting the reach of the rollout. In terms of achieving the business goals for the brand, the SEPTA campaign helped contribute to a 61% increase in enrollment rate with a 11% reduction in overall CPA during a similar timeframe year-over-year.