CHICAGO, May 9, 2016 /PRNewswire/ -- How does a utility company talk to its customers about energy efficiency? Should they film a 30-second television spot with their CEO talking about the importance of how small changes in energy consumption can help save money and the environment? This was the challenge marketing agency PACO Collective was tasked with solving when it began working with ComEd recently on promoting its Home Savings initiatives, a program which provides rebates to consumers when they purchase energy-efficient appliances, recycle old appliances or install energy saving products. The solution: Let the appliances do the talking.
"PACO knew that we needed to engage and entertain consumers in order to break through the noise and give them a reason to learn more about energy efficiency – so we came up with the idea of ComEd characters," said Pablo Acosta, PACO's Chief Creative Officer and Co-Founder. "We decided if we animate home appliances, really make them come to life, give them personalities that will create an emotional connection with consumers, then we can gain consumers' attention. How we did that was with computer-generated animation and our partner at The Mill."
With computer-generated imagery, creative designers and editors can animate static, lifeless objects – essentially bringing to life inanimate appliances like a refrigerator, washer and dryer, wall outlet or smart thermostat. Computer-generated imagery (CGI) animation uses 3D computer graphics to allow designers to create frame-by-frame movement. In ComEd's Education and Awareness commercial spots, the animation created the opportunity for consumers to emotionally connect with everyday appliances they can find in their homes, and begin to relate to them in the context of energy efficiency.
"Computer animation allows us to bring big ideas to life – and create even bigger ideas without being inhibited by the physical limitations of the real world," explained Nic Yiallouris, Director at The Mill, "PACO is an innovative and upcoming agency that really understands how to connect emotionally with consumers. This was an exciting partnership where we were able to collaborate on the conception, production and delivery of every aspect of the final spots."
The overall implications of energy efficiency are significant for both consumers and the environment. Customers have the potential to save hundreds of dollars on their electric bills each year, especially if they have a home full of old appliances, which can use twice the energy as newer, energy-efficient models. Also, with technology like smart thermostats, which learn personal schedules and preferences, home temperatures can be automatically adjusted to make sure energy isn't wasted on heating or cooling an empty home. Combined with ComEd's rebates to incentivize appliance upgrades, customers benefit from smarter energy management.
"We're trying to change the mindset and behavior of our customers by answering the question most people ask: What's in it for me?" explained Lisa Schuh, Sr. Marketing Specialist at ComEd. "With PACO's help we were able to create an approachable face to our company and a friendly voice to our message, to engage customers, and to educate them on how they can take action to improve their energy efficiency."
PACO began its partnership with ComEd in 2011 by providing support to reach ComEd's Hispanic customers. Yet PACO's unique approach to cross-cultural marketing, going beyond demographic attributes alone and considering consumer's passions and interests, has helped brands like ComEd build emotional connections across all customer segments. To learn more about the partnership and the process that went into designing the characters click here.
PACO Collective is celebrating its 10th anniversary as a cross-cultural agency that helps brands create authentic emotional connections with consumers. Throughout the year the agency will be hosting a series of industry events marking their accomplishments and sharing cultural marketing best practices discovered while working alongside leading clients such as ComEd, the Chicago White Sox and Blue Cross Blue Shield, among others.
About PACO Collective
PACO Collective, formerly PACO [cross-cultural marketing] is an Illinois minority-owned firm established in Chicago, IL in 2006. PACO is a full-service marketing agency focused on delivering cross-cultural ideas through award-winning marketing, public relations, digital and creative campaigns that create meaningful connections that transcend cultures. With a client base that includes Blue Cross and Blue Shield, ComEd, Cacique, Gift of Hope, Chicago White Sox, and Chicago Bears; PACO counts with a diverse, multicultural team made up of over 40 team passionate team members. For more information: www.pacocollective.com
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SOURCE PACO Collective