California utilities company PG&E offers robust financial assistance programs for its income-qualified customers. The problem? Several of its multicultural segments didn’t know about those programs. To energize its audience by speaking their language (sometimes literally!), PG&E called on the multicultural expertise of TDW+Co. In 2013, we crafted a digital campaign complemented by traditional media placements, creative direct mail assets, and engaging booths at San Francisco’s Autumn Moon Festival and Lunar New Year Parade. With TDW+Co’s collaboration, PG&E had an all-time high rate of enrollment in 2014.
Following the success of the 2014 Lunar New Year events, PG&E continued to look for ways to promote those financial assistance programs to its Hispanic / Latino, Chinese, and Filipino customers. We continued our outreach at cultural events, but PG&E also tasked TDW+Co to take the programs to the store–grocery store, that is. We identified and held activations at 20 Bay Area grocery stores frequented by the target populations. In the form of a booth outside the store, each activation included TDW+Co-designed collaterals, culturally relevant activities, and program enrollment forms. We used radio, print, and in-store advertising to drive traffic to our booth. The entire campaign exceeded expectations in terms of customers enrolled, cost per acquisition, and total impressions of 200 million.