We beat 20 agencies to win this account. We were starting from zero. No research. No budget. No name or brand. The goal: move people towards electrifying their homes.
We traveled across California, conducting research on electrification and barriers to adoption. Then, we created “The Switch is On,” a broad campaign inspiring Californians to go electric.
To reach more Californians, our work unfolded in six languages. Other efforts educated the trade: contractors, architects and so on.
Bottom line: starting from zero—with a bare bones budget—we achieved 44% awareness in just two years.
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