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Duke Energy | Ryan Cuthriell
Airleaks Ad



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.


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.


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.