Shopper Marketing - January 2016 - 16


PROGRAMS

Partners Promote
Energy Efficiency

GE Lighting works with regional energy company, driving football fans to Target
By April Miller

bellevue, Wash. - Everyone says they have
good intentions, but regional energy company Puget Sound Energy (PSE) now knows
better: money talks.
PSE recently teamed with General Electric's GE Lighting and Target to raise awareness of its energy-efficiency programs with
consumers who may not necessarily consider
themselves to be "green." A nine-week campaign kicked off Aug. 2, 2015, with the tagline,
"Save money and cut your bills with energy
efficiency upgrades."
The wording was specially crafted. PSE's research showed that the first part of the tagline
resonated with all demographics of consumers,
says Dennis Rominger, market manager, customer solutions. But insights also showed that
customers felt that energy efficiency means
"sacrifice," so the word "upgrade" was used because "an upgrade means something great."
PSE is the oldest local energy company in the
state of Washington and serves 1.1 million electric households within a 6,000-square-mile service area in and around Seattle. The major push
of the campaign was to fans of the National
Football League's Seattle Seahawks. "Bringing
that message to places where our customers
play and are having a good time," Rominger
says, "added to the positive impression each
16

y SHOPPER MARKETING JANUARY 2016

customer received around energy efficiency."
PSE worked with its agency, C+C Seattle,
to set up a booth for six days at the Seahawks'
training camp and distribute "Golden Upgrade" tickets. The scratch-and-win tickets
gave consumers the chance for prizes such as
a TV, a GE LED home pack, Target gift cards
and GE LED light bulb coupons redeemable
at 16 participating Target locations. The tickets mentioned six PSE energy-efficiency programs. Banners touted the campaign's limited-time offer: select LEDs from GE for $1.99 at
participating Target stores.
On Sept. 27, PSE did a game-day blitz event
- the largest street team takeover event in the
utility's history. Almost 100 GE and PSE staffers, dressed in bright yellow shirts, covered
20 stops including ferries, buses and trains
to connect with fans headed to the game.
More than 10,700 tickets were distributed and
more than 4,000 people came to three PSE
booths - two at CenturyLink Field and one at
the Seattle Ferry Terminal - to redeem tickets.
Instant prizes including TVs, transit fare cards
and Target gift certificates were awarded at
the stops to raise excitement.
Yellow and black were the primary colors
used throughout the campaign as research
showed this grabbed attention, "especially



Table of Contents for the Digital Edition of Shopper Marketing - January 2016

Contents
Shopper Marketing - January 2016 - Intro
Shopper Marketing - January 2016 - 1
Shopper Marketing - January 2016 - 2
Shopper Marketing - January 2016 - Contents
Shopper Marketing - January 2016 - 4
Shopper Marketing - January 2016 - 5
Shopper Marketing - January 2016 - 6
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