Fathom Communications
Company: Fathom Communications
Company Description: In 2001, two veterans of the big-agency world (a pair of “suits” no less) left DDB NY to create a new agency. Peter Groome and Tres McCullough envisioned an agency with fewer layers. Fewer processes. Fewer pre-conceptions. In effect, an agency of “mores”—more nimble, more cohesive, more free, more innovative. As a result, they would deliver more results for their clients.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Consumer Advertising Campaign of the Year
Nomination Title: Meet The Energy Bills
Tell the story of this nominated advertising campaign for the judges (up to 500 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:
For the last several years, The U.S. Department of Energy has been focused on reducing energy consumption nationwide. Fathom was selected by the Chicago Metropolitan Agency for Planning to lead the marketing effort in the Chicago region. Our challenge was to increase public awareness and encourage energy efficient improvements and updates in local residences. To differentiate our newly named ENERGY IMPACT ILLINOIS collation from utility-sponsored messages in the market, it was important for us to understand the homeowner mindset. After evaluating the extensive consumer research and focus group findings, it was clear that the insights centered around a core theme: energy efficiency is confusing. There’s a core audience that wants to do the right thing but doesn’t know where to start. This was exactly where Fathom could provide value; we developed a strategy to fit the customer mindset.
Every month consumers get a gas bill, a water bill and an electric bill, which often adds up to one large “Energy Bill”. Our insight was this: depending on the decisions they make, homeowners can either get a big bill or a little bill. To remind homeowners that the choice is theirs, we personified the two types of energy bills as “Big Bill” and “Little Bill”. Big Bill is the procrastinator in all of us. He’s wasteful, inefficient and yes, a bit of a slacker. Little Bill is just the opposite. As the responsible side of us, he knows what needs to be done to improve his home’s energy efficiency, and he does it. He’s also happy to share his wisdom with anyone who will listen. By creating this odd couple, we effectively used humor—a core finding from research to overcome the confusions—and the element of surprise to create awareness amongst homeowners and give them the knowledge and resources to look into completing energy updates, use less energy, and ward off a “Big Bill”.
To be successful with the launch of the campaign, we knew we needed communications efforts to be focused and timely. The fall season was essential as homeowners begin to think about winterizing their homes. There’s a finite core audience that was most likely to take action. Those insights resulted in a highly targeted campaign across all major channels and mediums to deliver hi-frequency and reach.
The execution required us to be nimble and smart with resources. We sought partnerships to gain access to more traditional mass media like TV and radio. Plus we knew it would take more than that. Regionally targeted efforts like commuter opportunities (Metra and OOH) were deployed to gain optimal exposure to our targets. Plus, highly targeted digital was supplemented to connect with users that portrayed like-minded desires.
The results (so far):
• A 50% increase in homeowners who reported visiting the Energy Impact website (85,000 daily views)
• +11% increase in intent to install a programmable thermostat
• +6% increase in intent to install Energy Star appliances
• +7% increase in intent to add insulation
• +6% increase in intent to install a high efficiency water heater
• +5% increase in intent to install a high efficiency furnace
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Provide a brief biography of the leader of the team that planned and executed this advertising campaign (up to 100 words):
Mark has led Fathom’s creative evolution with major contributions to the agency including the development of the multi-award winning “Power of One” brand campaign for Navistar’s International Truck business. Mark is also responsible for managing Fathom Chicago’s creative department and is focused on continuing to deliver break-through creative communications solutions in everything we do for our clients. Mark has also provided the creative leadership for Fathom’s successful pitch to the Chicago Metropolitan Area Planning as well as the creative lead on Fathom’s winning pitch for PepsiCo’s Propel. Prior to joining Fathom, Mark worked at Ogilvy for nearly a decade on brands such as Craftsman Tools, Kenmore, Wilson Sporting Goods, Blue Cross Blue Shield and Miller Brewing Company.