Challenge
Direct Energy approached ADROC to help them gain brand awareness amongst homeowners in deregulated markets in both the United States and Canada.
Solution
DROC was initially engaged to develop a micro-marketing strategy to garner both consumer awareness and create a lead generation plan. This plan was developed to reach both a targeted general market as well multi-cultural markets to establish a link between the community and Direct Energy. The strategy included sponsorship of local community based events, guerilla activations and support of local sports teams. As the overall 360 strategy changed through the years, ADROC focused its efforts more on larger scale strategic event, venue and sports sponsorships with guerilla activations in markets where it was harder to reach consumers.
Results
Direct Energy in the year 2014 saw an increase in sales of 60% during the promotional activation time. Overall, year to year brand awareness for Direct Energy and consumer education on deregulation with the choice to choose your energy provider has increased across the US and Canada.
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