| Заголовок | Flex Alert/ |
| Агентство |
Brainchild Creative
|
| Кампания |
Flex Alert/California Conservation
|
| Рекламодатель |
California Public Utilities Commission/McGuire & Company
|
| Бренд |
Flex Alert
|
| Дата первой трансляции/Публикации |
2012 / 6
|
| Бизнес сектор | Институциональные/общественного интереса/некоммерческие организации
|
| Слоган | Preventing power in California |
| История | With Southern California facing persistent drought, as well as the loss of a major power plant, government and utility energy managers felt the urgent need to remind consumers about what to do if the state calls a “Flex Alert” – a warning of potential power shortages. Our solution: develop a series of uniquely animated commercials that illustrated "the power to prevent outages is in all our hands. The commericals include two educational spots ("Hands" and "Community") and one actual alert warning ("Notificationt.") On the first day the program went fully live, the spots got 13,000 viewings on YouTube. |
| философия | Each of these commercials makes the point that "the power is all our hands" to help prevent power outages and blackouts. Using highly stylized graphics - what we're calling "the fascination of animation" - in a lyrical storytelling framework, the concept is designed to effortlessly lead the view from problem to community solution. |
| Проблема | Facing predicted abnormally high summer temperatures as well as the loss of energy from the state's bigges power plant (extended repairs), California energy managers may need to rely on voluntary ciizen conservation to avoid outages during peak usage periods - in essence agreeing to live in hotter, darker houses, and not use appliances for specific periods, during the emergency period. This is not a request like to make Californians enthused - it's a substantial inconvenience - and particularly not after an extended economic period of "make do with less." Addingo the problem: when you think about it, the action steps to comply with the request are hardly the most cinematic in the history of this kind of messagine. |
| Результат | 13,000 YouTube views on day #1 of campaign launch. A search CTR of .85. Thousands of value added messages, and millions of impressions gained as a result, as media outlets throughout the state contributed to the campaign. |
| Тип медиа |
Телевидение
|
| Анимация / 3D |
Ryan Honey
|
| Арт-директор |
Chris Chaffin
|
| Копирайтер |
jef Loeb
|
| Креативный директор |
Chris Chaffin
|
| Исполнительный креативный директор |
jef Loeb
|
| Исполнительный креативный директор |
jef Loeb
|