CCO: Susie Jaramillo
CD/Copy: Laly Boiso
AD: Harry García
The Challenge
Con Edison NY wanted to rail New Yorkers to help reduce energy consumption, engaging them at the same time to help maintain the electric grid by reporting outages. A task that was very hard to accomplish with New Yorkers’ skeptical nature.
The Background
Con-Ed’s image was very tarnished in New York City, especially in the outer boroughs, since the company struggled to restore power there after the last blackout. The perception was that the company didn’t care about anything beyond Manhattan.
But, on the other side of the East River, Con-Ed didn’t fare much better with Manhattanites, since they thought Con-Ed’s main goal was to raise their bills.
We needed to create a concept that communicated their total commitment to ALL New Yorkers, reinforcing their current brand statement of “being 99% reliable is not enough.”
How we did it
We wanted to let New Yorkers know that virtually everything that makes the city famous depends on energy, conveying at the same time that Con-Ed is well aware that New York is comprised of 5 boroughs and each one of them matters the same for the company.
The concept was simple: Everything matters to Con-Edison.
The execution? A subway led campaign consisting of an image mismatch that showed how big, powerful, and historically reliable Con-Ed cares about everything, as everything, big and small, depends on them. And how going beyond that 99.9% reliability matters. A lot.
Inspiring all New Yorkers who care about the city to help maintain this reliability by reporting outages.
Results
This simple idea, created with my partner art director Harry Garcia, helped New York based The Gate Advertising Agency win Con Ed’s multi-million pitch
