Case Study: APS Centennial Energy All-Star

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Arizona Public Service (APS), Arizona’s largest and oldest electricity utility, has worked with Ecova since 2005 to plan and execute a number of awareness campaigns for their entire suite of efficiency programs. Their annual “Be an Arizona Energy All-Star” competition encourages customers to enter to win prizes and awards by taking an interactive quiz or posting their stories of ways they’ve become more energy efficient on their website or Facebook profile page.

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BUILDING A SENSE OF COMMUNITY

As the 2012 Energy All Star competition rolled around, so did Arizona’s 100th year as a state. APS and Ecova decided that the abundance of Centennial celebrations were a great opportunity to trade the traditional sports-themed campaign for one that enhanced APS’s connection to the communities it serves. Rather than drive specific sales units or kWh savings, the campaign was more about increasing customer awareness and participation in energy efficiency programs in a fun, interactive format. Ecova and APS also wanted to leverage social media as a customer touch-point and extend the reach of previous campaigns to women, seniors and families.

Partnering with Arizona Highways, a local travel program, we were able to offer a “money can’t buy” experience for one winning family: a trip anywhere in Arizona that they chose, which was filmed for an Arizona Highways TV show segment. The VIP family got the vacation of a lifetime, along with a behind-the-scenes look at how the show was filmed.

DRIVING ONLINE PARTICIPATION

To increase awareness and participation in APS’s energy efficiency programs, Ecova leveraged the utility’s social media presence, crafting posts to connect with the community and state history, and promoting an online “Energy IQ” quiz customers could access via Facebook or at community events, to enter the sweepstakes. The quiz reviewed the programs APS offers to save energy and money at home (focusing on the lighting, pool pumps and Home Energy Checkup programs) and collected information about customer energy use and habits.

  • Copywriting
  • Design
  • Project management
  • Project coordination
  • Contest administration
  • Web design
  • Social media
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INCREASING NEW AUDIENCE AWARENESS

The campaign activity was tracked using a combination of Facebook and Google Analytics along with information from entries. APS saw an increase in program awareness and participation in the Energy Quiz compared to past years as well as greater participation in energy efficiency programs. By going with a theme that was both gender and age neutral, the Centennial campaign was able to reach a broader audience which was demonstrated by the greater number of entries from women as well as citizens 45 and older.