ComEd is an energy company in Illinois and a subsidiary of Exelon, a corporation that distributes energy to more than 5.9 million users in Illinois and Pennsylvania.
The Hispanic community was not familiar with CFL bulbs to save energy. In addition, ComEd customers were communicating dissatisfaction with the increase in energy rates.
Utilizing a humorous treatment, we changed the perception of the company and the willingness of the customer to change to CFL bulbs in order to save energy.
The campaign was very successful within the Hispanic community and was adapted for use in both the General and African-American markets.