Company: Impact XM Dayton, NJ
Company Description: Impact XM is a global event and experiential marketing agency with nearly 50 years of experience in creating events, meetings, conferences, exhibits, environments, digital engagements, and consumer activations to connect clients’ target audiences with their brands. Impact XM has been recognized for insightful strategy, brilliant creativity, smart fulfillment, and purposeful metrics.
Nomination Category: Event Categories
Nomination Sub Category: Art, Entertainment & Public - Roadshow
 Nomination Title: The Great Energy Escape
- Which will you submit for this nomination, an essay of up to 525 words describing the event - its genesis, goals, development, and results - OR a video of up to five (5) minutes in length describing the same? CHOOSE ONE:
Written essay of up to 525 words
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video:
- If you are providing a written essay of up to 525 words about your nominated event, place it in this space. Make sure that you address the genesis, goals, development, and results of the event, and mention that date(s) on which the event was produced:
Total 438 words used.
The Great Energy Escape launched in August 2024, combining education, innovation, and entertainment to tackle the challenge of promoting energy efficiency, a topic often overlooked by consumers. Developed by Impact XM and ICF for PSE&G, the campaign introduced an unprecedented concept: a mobile escape room focused entirely on energy efficiency, and PSE&G’s energy efficiency programs. This engaging experience helps PSE&G’s residential customers learn about energy-saving practices, rebates, and various energy efficiency programs for customers’ homes.
The campaign's primary goal is to make energy efficiency accessible, actionable, and engaging. PSE&G aimed to show that simple changes could lead to substantial energy and financial savings – especially for households that spend a relatively significant portion of their income on energy costs. The Great Energy Escape achieved this goal by turning a routine topic into an immersive, family-friendly adventure.
At the heart of the campaign is a 53-foot mobile trailer containing two identical escape rooms designed to look like a real, welcoming home. Participants are guided by PSE&G Brand Ambassadors through a 15-minute “house-sitting” scenario where they uncover energy-saving tips by solving puzzles. These include both analog and digital challenges, such as arranging refrigerator magnets to display the ideal fridge temperature or completing a touchscreen slider puzzle to learn about insulation. Unique touches such as a ductwork puzzle hidden in a "duck" photo frame keep the activities playful and engaging. The cleverly designed puzzles cater to many ages and skill levels, ensuring maximum engagement and a memorable experience for participants.
Having two identical escape rooms allows two groups to play simultaneously, doubling participant capacity. The trailer’s expandable bump-out section further enhances the experience by accommodating larger groups. Additionally, the mobile unit was designed to be wheelchair accessible, with a lift to enter one of the rooms and spaces large enough for wheelchair users to comfortably navigate the experience.
The campaign leverages both low-tech and digital elements, striking a balance that appeals to a wide demographic. Post-experience surveys revealed that attendees left with practical knowledge and a renewed commitment to saving energy, highlighting the campaign’s real-world impact.
In late summer and fall 2024, The Great Energy Escape appeared at six street fairs and festivals across New Jersey, achieving impressive results:
- 8,250 estimated average attendees per event
- 830 escape room participants
- 27% engagement rate
- 79 leads generated
- 4.83 out of 5 average participant rating
- 90% of participants planned to incorporate learnings at home
This outstanding performance, coupled with overwhelmingly positive feedback, solidified the campaign as a standout marketing outreach initiative. Thanks to its success, the program has been extended through 2026, continuing to educate and excite PSE&G customers about energy efficiency.
- Optionally, list the appropriate creative and production credits for the nominated event, such as the following: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
Client: PSE&G - Newark, NJ
Agency of Record: ICF - Reston, VA
Experiential Agency: Impact XM - Dayton, NJ
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