The Web Marketing Association is proud to present this 2010 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

RELIANT ENERGY


CONTACT STRATEGY

Share to Facebook  Share to Twitter  More...  More...

 

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