Best Energy Online Ad

Between May and June 2010 Cleco ran a "30 Tips in 30 Days" campaign as part of their energy conservation initiative. The concept was altered slightly for the interactive campaign: "30 Tips in 30 Seconds" sought to engage consumers with energy saving tips housed within an interactive flash banner ad unit. By clicking on the illuminated light bulb, users were provided a new energy and money saving tip from “Dr. E The Energy Dude,” Cleco’s unofficial energy conservation spokesman/character. After every 3 or so tips witty one-liners and quips were interjected for comedic relief and to keep the audience wanting to click through for more. The ads were placed on local news, television and radio websites within Cleco market areas across the state of Louisiana. In addition, reach was generated by targeting the 35+ demographic through behavioral targeting via an industry leading Ad Network.

In total, the campaign garnered nearly 6 million branded impressions (1.5 million of which were unique) with an average dwell time of 37 seconds per user (many of the local publications saw engagement rate times as high as 67 seconds). Despite the fact that most of the information could be received without ever having to leave the ad unit, 3,500 clicks were registered to the Cleco.com website.

Contributors:

Creative Director:	Damien LaManna
Developer:	Dan Leininger
Project Manager (Cleco):	Tatum Lyles

MORGAN + COMPANY

Location: USA