Reliant Energy

RESPONSIVE MICRO-SITE / ILLUSTRATION CAMPAIGN

INTRODUCTION

Together with its Fortune 250 parent company, NRG Energy, Inc., Reliant is leading energy innovation and working to simplify and enhance the way consumers power their homes, businesses, and lives. Already providing 23 million MWh of power annually to U.S. retail customers, Reliant wanted to establish brand loyalty within its current customer base and the Houston community as a whole.

THE CHALLENGE

Create a mechanism for current and potential customers to engage with Reliant and foster stronger brand recall among the Greater Houston Area.

 

Agency a|muse Digital  /  Role Art Director, Lead Designer  /  Client Reliant Energy

MESSAGE ALIGNMENT

Building brand awareness and consumer mindfulness through the spirit of giving and social connectedness not only augments Reliant’s brand exposure, but endears it to the public as a benevolent part of the Houston Community. Being publically aligned with four major giving events (Tree Lighting in Houston, KHOU Toy Drive, AT&T Lights Your Holidays in Dallas, and the “Naughty or Nice” promotion) assured the general public saw Reliant live its message.

SHARE THE SEASON LOGO

We concepted a campaign name and logo to create a deeper brand connection and stronger memorability.

HOLIDAY CHARACTERS

a|muse designed, named, illustrated, and described six holiday characters. These were used in a quiz that engaged users to find and share the holiday character that best represented themselves.

RESPONSIVE MICRO-SITE

IMPLEMENTATION

a|muse designed and developed a "feel good" micro-site to share holiday cheer, thank current Reliant customers, and engage the Texas
general public.

 

The micro-site's design elements and functionality were devised not only to evoke a sense of happiness and seasonal joy, but also to encourage social sharing and participation in four giving events.

 

For every social share, Reliant donated one dollar to the charity of the user’s choice from an approved list.

A responsive micro-site was developed, consisting of the following elements:

  • Client-provided videos for sharing on
    a video gallery page with a frame and customizable message.
  • An interactive quiz that will lead users to holiday themed characters also designed
    to enable and encourage sharing.
  • Information about four donation
    drives/giving events along with links
    to the corresponding websites.
  • Share-tracking functionality to measure
    video shares.

THE RESULTS

The Holiday Microsite received 8,688 total visitors and 7,652 unique visitors, with Facebook as the top-referring domain second to reliant.com banners. The social media buy resulted in 4,265 visits from Facebook. 3,361 visitors took the quiz.

 

The responsive design helped ensure 40% of site visits were via a mobile device. a|muse was able to develop a high-performing, interactive, social, charity focused, and user-driven marketing initiative that cemented Reliant’s holiday brand message and awareness in Houston.