California energy provider PG&E wanted to build awareness among its ethnic customers of the ways they could save money. TDW+Co performed demographic research and identified the top eight non-white segments to target: Hispanic/Latino, African American, Chinese, Filipino, Asian Indian, Vietnamese, Japanese/Pan Asian, Korean, and Hmong. We reached these segments through a multi-tactic, media-only campaign tailored to the language preferences, media consumption habits, and cultural nuances of each group, leveraging key insights on communication style and receptiveness to advertising. Examples of the tactics we utilized include: TV and radio commercials, print ads, online video, and online audio.