Client: BC Hydro
Services: IA/UX, Mobile and Desktop Website, Campaign, Video Storytelling
Technology Designed to Make Our Lives Better
BC Hydro launches Smart Meters across the province of British Columbia in 2011. Kumu was brought in to relaunch the new meters program utilizing a more effective communications strategy.
Challenge.
BC Hydro knew the benefit Smart Meters would have to them as an organization. But based on the research the key benefits of Smart Meters to customers weren’t clear.
Idea.
After in-depth research of the technology itself, and a review of “myths” about Smart Meters circulating online and social channels on smart meters, we realized the best strategy for BC Hydro was to be authentic and fact-based in the communications strategy.
11%
24%
Solution.
Working with our strategy, creative and copywriting teams, we worked to determine key messages that resonated. One obvious comparison was that power meters were fifty years old, and yet the world was getting better and smarter technology. We aligned Smart Meters as a technology solution akin to banking and fitness apps: “technology designed to make our lives better”. Rather than telling customers why Smart Meters was a great idea for BC Hydro, we outlined all the benefits to each individual customer, like better tracking of your energy data, seeing costs in real-time, and to British Columbians in general, having smart meters to reduce energy theft and get power back on faster in the event of an outage.
Outcome.
The result was that the campaign created a 24% increase in positive perception of Smart Meters, and an 11% increase in awareness after the campaign. Additionally, the campaign won the Marketing Excellence Award from W3 in 2013.
Client Feedback.
Over the course of the 10+ digital projects I’ve done with the Kumu Agency, I’ve found their senior management focus on our business ensures we receive high quality strategic work that solves business problems. Additionally, their strong knowledge of technology balanced with a strong creative approach has consistently produced innovative and on brand executions.”