The brightly lit kitchen cruising the streets of Chicago stopped consumers in their tracks. Messaging on the sides of the vehicle and consumer engagement via brand ambassadors helped to drive participation in the sweepstakes throughout the month of December.
By using mobile media ComEd was able to target high traffic areas at peak times: commuter areas during rush hour, shopping centers on evenings and weekends, and attend promotional tie-in events with local radio and businesses.
STRATEGY: Promote ComEd's energy efficiency and encourage participation in a contest that included a lucky winner who would receive a free home makeover with the installation of an energy efficient refrigerator, dishwasher, oven, washer, and dryer.
TACTICS: This campaign was running leading up to the holidays, so the appliances were "gift wrapped" and showcased in a custom display vehicle that was designed to look like a kitchen.
RESULTS: This campaign drew so much attention that ComEd extended the program to run for an additional month.