OOH Advertising Experts: Con Edison's OOH Success Story
Objective
To help position the company as a modern, technologically innovative, energy solutions provider and reinforce its position as a trusted energy advisor leading the industry, Con Edison deployed an OOH campaign in New York’s neighborhoods which featured multiple messaging initiatives across its portfolio.
Activation
A hyper local effort of gas station screens in select counties was used for its Call 811 effort to increase public awareness of natural gas leak detection in its gas service territory. For Energy Education, OOH was deployed in targeted pockets throughout NYC and Westchester. Large Format OOH provided a larger than life presence while high impact Transit and Street Level OOH surrounded NYers with messaging that showcased Con Edison’s diverse array of energy efficient products and services. Two custom street level murals were literally transformed into solar activations in the Bronx and Manhattan to support Con Ed’s efforts to generate half of New York’s electricity with solar or wind by 2030 and its customers who generate their own energy through solar.
Results
Con Edison’s campaign received much attention among New Yorkers including its employees. The Energy Education effort delivered +110M impressions + another 11.5M via mobile retargeting. The effort increased awareness of its diverse product line and helped position Con Edison into a transformational energy company.