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Duke Energy | Ryan Cuthriell
Airleaks Ad

HVAC Ad

OVERVIEW /

Duke Energy’s Smart $aver Incentive Program allows customers the opportunity to receive cash and incentives for repairing or installing qualifying equipment onto their homes and/or businesses. This list of items, which includes high-efficiency and energy-saving lighting, HVAC, pumps, and other qualifying equipment, helps reduce energy consumption and lowers costs associated with monthly bills.

TASK /

As somewhat of an homage to the Jack Handey skits from SNL, my team at Capstrat created a series of web videos, advertisements and radio commercials (which ran in select consumer markets) intended to peak awareness and drive traffic to the Smart $aver Incentive Program website. The spots are very tongue-in-cheek, intended to look much different than other branded material consumers are used to seeing from this company. The campaign attempted to come across as light-hearted and empathetic due to the fact these customers had to spend money—when they didn’t want to—on very unsexy home improvements just to receive any incentive.

RESULTS /

While web traffic and analytics are unconfirmed at this time, there was a spike in residential customers registering for the program in the months after the campaign began. A third video and radio spot is in the works.