Agency: Weber Shandwick, based in New York.
Client: Baltimore Gas & Electric, Maryland?s largest gas and electric utility, which has more than 1.2 million electric customers and 640,000 natural gas customers in central Maryland.
Job: To create a campaign highlighting BGE?s employees and the services they provide, rather than the company?s traditional campaigns aimed at educating consumers on topics such as energy efficiency.
Theme: “We?re On It”
The Concept: The campaign features representatives of the company?s 3,200 employees sharing their stories. “We wanted to put some emphasis on what we do here at BGE to deliver energy to you safely, efficiently, reliably,” said Kathy Proctor, manager of customer communications and consulting. “It?s the people that make that happen. We wanted to put that out in front of the public.”
The Plan: The campaign includes radio, TV and print ads that began running last week throughout central Maryland. The first wave of ads touch on BGE?s general electric and gas services, and subsequent ads will work through the company?s different divisions and operations in more detail. Seasonal and topic-based ads, such as those about how to conserve energy during the winter or where to turn for financial assistance in paying bills, will also feature BGE employees.
Creative Team: Chris Durban, Brian Hayek and Chuck Fitzgibbons with Weber Shandwick; Baltimore-based Rick Lewis Productions; Proctor.
Background: The campaign is part of the company?s overall program to enhance customer satisfaction and increase awareness of the company?s ongoing efforts to promote energy conservation, and improve reliability and emergency response.
