The Challenge
The New Jersey Board of Public Utilities (BPU) wanted to become a household name. A lack of brand recognition meant uninformed consumers and minimal engagement. NJ BPU needed to increase awareness so they could make a more meaningful impact, especially when it came to their Clean Energy Program.
The Solution
Chloe, the Clean Energy Lightening Bug was utilized across every creative asset to give the brand a friendly, recognizable face. The campaign put Chloe in the spotlight as she flew around and showed New Jerseyans how they could save money while getting the state close to its clean energy goals. All this effort resulted in a 58% increase in website traffic and a digital clickthrough rate of 35%.
Agency: Marketsmith Inc; Copy: Karen Goulart; Creative Direction: Vince Sia;

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