The Situation
With the advancement of AES’s grid technology, we needed to get Ohio residents to understand – and embrace – the heady innovation that is the two-way smart grid.
The Insight
To make adoption more seamless, make the tech appear effortless.
The Solve
More reliable. More connected. And, unfortunately, more difficult to wrap your head around. The two-way smart grid has some wonderful benefits – with a hyper-linked system that finds efficiencies as you use and is quicker and more reliable in times of outages and interruptions. It can be a powerful ally, if you can just get people to get over their hesitation. To do that, we kept things homey, communal and smooth, with a visual system that telegraphed ease of use paired with warm vignettes that paid off the results. With a full suite of assets built on a friendly, helpful tone, the integrated campaign has a couple years under its belt, with no sign of slowing down.
