El Paso Electric - POWER ON Campaign

The Project

El Paso Electric has been providing clean, efficient and reliable energy to a 10,000 square mile service area for over 90 years. When we first met with El Paso Electric it was clear that their efforts toward corporate responsibility, their focus on environmental stewardship and their continued exploration of renewable energy were all working toward one end - putting the customer first. Our goal was to bring that message to the community-at-large by introducing their value proposition. The big idea was that El Paso Electric is there; whenever and wherever you need them, providing the power it takes to live life brightly.

The Approach

A customer-centric focus was the basis of our campaign theme of “POWER ON.” More than a tagline, it was designed as a corporate commitment; an assurance that El Paso Electric’s sole goal is to keep the power flowing so that our community can focus on the things that matter most. Our campaign kicked off with an epic sixty second TV spot, taking us through a day in the life of a community powered by El Paso Electric.

To support our TV presence, we developed day-parted digital billboards that represented day and nighttime imagery, cementing the idea that El Paso Electric is working for you around the clock.

Our entire campaign directed viewers back to an interactive landing page filled with easy-to-read infographics that present El Paso Electric’s service commitment.