Meet the Watts
Watts are curious little bundles of energy that make the things you use around your home do their thing. But sometimes, we waste Watts, and when that happens things can get a little bit…hairy.
Watts were thought up as a simple, and relatable way to educate consumers and customers of Public Service Company of Oklahoma about energy savings, and where energy might be being wasted around the home. Their plush, relatable little personalities were the perfect way to approach the topic of energy savings that most consumers are tired of hearing about. Even better, they provided a softer face for a utility company, which already faces a steep uphill battle when it comes to consumer sentiment.
Watts commercials were run in movie theaters, television, connected TV services, and through online programmatic platforms. In addition, these little fuzz balls were featured in digital display banner ads, as well as social media paid placements, education kits for elementary students, bus wraps, and even little fuzzy giveaways.
Something this cute is just a shame to waste.
This spot acted as the introduction of The Watts to the general public and was shown in movie theaters as a pre-roll. Strategists performed surveys of audience members to test on retention and feelings toward the characters and PSO. The surveys revealed overwhelmingly positive sentiment and proved that the concept and the messaging were on target.
Impactful Creative that Drove Results
45M+
Paid Media Impressions
108K
Paid Media Clicks
4.92%
Click-Thru Rate
Because of the universally appealing nature of The Watts, it was decided to integrate them with the existing character, Cade, who was always a mainstay of the Education Kits. These kits are provided to partner schools to teach about saving energy. An illustrator was commissioned to translate the realistic look of Watts and the existing Cade character into a cohesive visual style.
A variety of paid static and carousel ads were also created to accompany the video placements.