Challenge

With just 12 weeks to make a powerful impression simply maintaining their perception score was not enough. PSEG Long Island challenged us to accelerate their positive momentum and take the next big jump up the JD Power rankings among similar utilities. Making the challenge even bigger: there is no single reason that customers like — or don’t like — their power company.

Approach

Building on the success of the past four years, we re-introduced our best performing campaigns that had already taken the brand’s perception from the bottom of JD Power into a stronger position. Our ongoing analytics looked at year-over-year improvements to JDP scores and which creative and media tactics drove the most positive impact wave-over-wave across all pillars. We used these learnings to re-engage our target audience through a multi-message approach that we knew they positively reacted to in previous years.

Results

Record-setting JD Power increases on customer trust! For clients and consumers alike, JD Power is the ultimate word on customer trust. And our effort for PSEG Long Island contributed to their highest JDP score ever, a 53 point increase from the prior wave. The brand jumped from the bottom quartile into the top of the second quartile of all similarly sized utilities in the East region, scoring double the average industry improvement index — and triple that in the key category of price satisfaction. This spike in JD Power score proves that strategic media and smart creative is a powerful motivator, indeed!