2014 PR News Agency Elite Awards: Multicultural Marketing

Winner: PACO – ComEd, Smart Ideas for Your Home

ComEd’s energy efficiency programs are designed to save consumers money on their energy bills while educating Illinois residents on how to conserve energy and reduce their carbon footprint. With “Smart Ideas for your Home,” PACO conceptualized and executed a plan to reach Chicago’s multicultural market and inspire consumers to make energy-efficient choices as a result of their involvement in the campaign.

PACO’s strategy developed around the messaging “The Power of Small changes.” The program engaged audiences from both African-American and general market audiences to take small steps to save energy and money in their household, such as switching to compact fluorescents and “turn off lights, turn on savings.” A mixed focus of messaging between saving energy and saving money served the campaign’s audience perfectly by launching during the holiday season, a time of year when overall energy consumption surges. PACO leveraged the holiday season to create a multicultural media campaign.

The campaign’s launch event at Chicago’s Magnificent Mile Lights Festival leveraged the integration of OOH, radio and social media elements to collaborate and create the perfect platform for the dissemination of the program. The team dispatched a driven group of brand ambassadors to educate Illinois residents in attendance about the program and its initiative. “Home for the Holidays,” was introduced in Illinois as a sweepstakes that prompted consumers to take a pledge to make small steps to “start saving” and enter for a chance to win a $1,000 shopping spree for energy-smart appliances to help them stay on track in their goal to save energy.

PACO adapted a campaign that addressed different communities with creativity, sensitivity, and an unparalleled understanding of reaching a cross-cultural audience. “Smart Ideas for Your Home” raked in 173,736,372 media impressions. The “Home for the Holidays” sweepstakes reinforced the awareness and education promotion, collecting over 700 entries.

Honorable Mentions:

  • Takis Airdrop – Elemento L2
  • PACO – ComEd, Fridge and Freezer Recycling Program
  • Precise Communications – Coca-Cola Inspires African-American Consumers to Pay it Forward for Black History Month