PROBLEM: CON EDISON IS SEEN AS A STALE UTILITY THAT IS EASY TO HATE.
SOLUTION: BRING CON EDISON'S GRID TO LIFE IN A WAY THAT EMPOWERS NEW YORKERS TO WANT A STRONG BOND WITH THEIR ENERGY SOURCE.
IT'S YOUR POWER
BRAND VIDEO
Who better to be the voice of NYC's Grid than one of the city's greatest: NAS. Seriously, Nas did the VO.
OOH
DIGITAL ACTIVATION
Con Edison would host a Reddit AMA for the NY Grid, inviting the internet to talk to the brand's new personality. As an seasoned expert on all things NYC and Energy, the NY Grid's personality would be entertaining to engage with—and it would take on the trolls with NY attitude.
SOCIAL PRESENCE
The NY Grid would have its own social accounts to really bring its personality to life. Using social listening, the Grid would proactively give New Yorkers energy conservation advice and service updates in a conversational way.
