Smart Grid Rollout

2009  /  Campaign Strategy & Creative Direction

It takes a country to build a smart grid. GE Energy needed a communications program to educate consumers on next-generation smart grid technologies, create communities of interest around the relevant energy issues, engage these communities with their local utility providers and regulators, and thereby facilitate the consensus required for the implementation of smart grid initiatives

It's Your Smart Grid

Four different pages of a website with various colors.

The first release of ItsYourSmartGrid.com communicates non-trivial technical concepts to consumers through a distinct combination of straightforward storytelling, a consumer-friendly low-tech style, and cost-effective distributed media to get the word out. As an independently-branded entity, it establishes the basis for a site that will organically grow to become the de facto hub for a consumer community organized around the topic.

Upcoming releases will maximize the value of the core content through partnerships with other distribution channels, e.g. forward-looking utilities and paradigm-shifting energy players, such as Google.org, seeking to educate their customer base.

Brand Story

A picture of some flowers with the words

To support the rollout of smart meters in the Florida service area, we developed a campaign strategy which emphasized familiarization, habit-formation, and advocacy by highlighting the benefits and relevance of the program to electricity consumers

A bridge with some words on it
A graphic showing the various ways to clean energy.
A purple background with the words
A diagram of the process of creating an organization.
A group of four different colored boxes with the words
A colorful map of the different types of advocacy.
A picture of some different types of energy meters.
A diagram of the different types of energy sources.
A page of the smartest meter with information about it.
A brochure with two cars parked in front of a building.
A page of different types of lighting products.
A screen shot of the website for a family.
A computer is shown with several different pictures.
A woman in a hat is looking at several cell phones.
A picture of the energy bill and its impact.
A page of the smart meter website
A page with information about how to use the new analytics tool.
A social network page with an image of a person.

Holler at me