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Best Marketing Video
Customized videos deliver personal information to utility customers
Seasonal themes make it easy for customers to use data to alter energy consumption behaviors.
Letting customers know how much energy they’re using makes them more informed consumers. Presumably, armed with that information, they can adjust their behaviors to use energy more efficiently. That data, however, is usually conveyed on a bill using numbers that are cryptic at best for the average customer.
With the surging popularity of videos, PPL Electric Utilities
saw an opportunity to deliver that message visually. To achieve that goal, the company crafted an exciting and innovative approach: Each customer for whom PPL has an email address receives four videos annually, each one conveying that customer’s own usage data for the previous season, along with a benchmark of average use.
The videos—short and spartan in their approach, with no music bed or bells and whistles—are dynamically crafted from the customer data maintained by PPL. Each of the four videos adopts a graphical theme related to the season. More than 25 script and graphical video configurations were used for each season to address different customer profile categories, including payment plans and self-service status.
PPL measures success by the number of customers who take action as a result of seeing the information; that number has approached 20,000. Response metrics have also surpassed benchmarks, with one-third of customers who received the emails opening them, and half of those viewing the video. Almost 90 percent of those who completed a feedback form rated the video as useful.
For an exciting and innovative marriage of video, data, and technology, we’re thrilled to present PR Daily’s 2014 Video Award for Best Marketing Video to PPL’s Constance Walker, Susan Smith, and Stacey Karavoulias, along with their production partners UMarketing