Preparing utility customers before the storm.
Keeping utility customers safe during storm season is an ongoing priority. The challenge for our storm safety campaign was to inform customers how they can stay prepared and safe during a storm or power outage by enrolling in outage text alerts. Our strategy allowed us to reach our customers before, during and after a storm event with relevant messaging tailored to each stage.
Our multi-channel campaign was built on a utility customer’s journey—their behavior before, during and after severe weather. The strategy and creative focused on the inevitability of bad weather, using sunny days to extol the virtue of planning ahead, and rainy days to drive urgency. Not only did we help NIPSCO surpass its text alert enrollment goal by 216%, but the utility achieved its highest-ever JD Power scores related to power reliability during the storm safety campaign.