TriState G&T faced harsh criticism for its perceived lack of activity in renewable energy. In truth, the utility—a power supplier to 43 electric cooperatives in Colorado, Nebraska, Wyoming and New Mexico—had been actively developing renewable sources into its mix for some time. TriState set out to bring the public up to speed with a series of TV spots. Its success has earned it first place in the “TV Advertising Campaign” category of PR Daily’s 2018 Video & Visual Awards.
The goals were ambitious, especially since positive sentiment about its renewable efforts stood at a rock-bottom zero percent. Goals included 50 million impressions, improving social sentiment by 25 percent, increasing traffic to its renewables website by more than 100 percent and encouraging its members companies to participate in the campaign.
To achieve these goals, TriState recruited an actor to portray “Renewable Randy,” a likable, funny, self-deprecating, plaid-clad spokesperson who reminds audiences in each spot that “Thirty percent of the electricity you use comes from renewable energy.” The message was deployed via video, broadcast, OTT, print, radio, digital, social, virtual reality, the web, editorial, sponsorships, paid and earned media and in-person appearances.
The 30-second videos made for TV placed Randy in a variety of scenarios, such as solar farms, wind farms and dams. The effort surpassed its goals in a big way, with 34 member systems participating in the launch, 29 requesting the VR component and 35 asking for the life-sized cardboard standup of Randy.
Sentiment on social media increased to 56 percent. The campaign achieved more than 24 million impressions for broadcast video alone (nearly half of the 98 million total impressions).
Congratulations to Randy and the team at TriState G&T.