Best Energy Online Campaign

The Reliant team was interested in leveraging a new third-party behavioral sequencing tool that allows banner ads to be served up sequentially based on user response. Reliant, Range Online Media (media buying) and Schematic (creative) worked together to concept a campaign and sequenced messaging approach targeted specifically to prospective energy "Switchers." Ultimately, we wanted to capitalize on our ability to re-message to “switcher” prospects in a relevant, interesting way to drive acquisition. The campaign features a series of ads -- an initial set of First Tier executions encourage user interaction and a Second Tier of individual executions are served up based on First Tier interaction. The First Tier execution featured an interactive wheel with value-driven messaging (Freedom, Eco-Friendliness, etc). If a user did not interact with the first execution, a second banner was served that communicated Reliant's range of plans through a different interactive banner execution. When a user interacted with either or both unit, they were then served a final execution that was based on their first interaction. For example, if a user interacted with the "Eco-Friendliness" attribute on the First Tier wheel, they were served the "100% Texas Wind Plan" ad unit. Campaign results are being evaluated, and a second campaign is in concept development. NOTE that each execution on the accompanying URL are clickable.

Contributors:

Senior Manager, Online Marketing:	Mark Walker
Account Director:	Kelly Harris
Project Manager:	Paul Gallardo
Copywriter:	Chris Barlow
Art Director:	Ryan Hovenweep
Senior Animator:	Scott Ewen
Media Planner:	Gina Messamer
Media Planner:	Venessa Moreno

SCHEMATIC

Location: USA