National Grid More Opportunities in More Places

Like many utilities, National Grid has aggressive goals for reducing energy consumption and costs for their commercial customers. To achieve these goals, they offer incentives, expert guidance and extensive energy-efficiency measures to attract interest. The challenge, however, is that this campaign kicked off during the height of the pandemic. Many businesses were already working with limited capital and competing priorities that often trump energy-efficiency upgrades. In year two, a looming global fuel shortage and fear of an impending recession added to the economic uncertainty of many National Grid commercial customers. By 2023, the third full year of this campaign, we had amassed loads of data and insights about our most receptive audience segments. Each year, starting in June 2020, our goal was to convey to customers that a key to their survival and ongoing success could be found in an unexpected place—a tailored energy-efficiency strategy.

View all of the National Grid “More Opportunities” creative.