Sound Solutions, Inc.
Strategic Communications: Ideas & Initiatives
630-896-2638
630-896-2638
Case Study: Integrated Marketing
TXU Energy & Disney/Pixar
TXU Energy & Disney/Pixar
Who would you choose?
Situation: Electrical deregulation was coming to Texas and TXU Energy, the "Dallas electric company," would, for the first time, be competing with other electricity providers to be the company of choice in households throughout the state. As it planned its marketing strategy for "growth markets" - particularly Houston and Corpus Christi - a survey found that consumers' image of the head of a utility company was that of the aged and selfish Montgomery Burns of "The Simpsons." An assignment was given to all of TXU's marketing partners and communications agencies to come up with a "big idea" to introduce the company in new markets with a distinguishing image.
While watching the movie, "Monsters Inc." Sound Solutions founder Starr McCaffery, then with TXU's PR agency of record Porter Novelli, was struck with the big idea that TXU adopted for its integrated growth market campaign.
Approach: The setting for Monsters, Inc. is an energy company that draws power from children's screams to supply the monster world. The film's heroes discover that children's laughter generates more power than their screams, take over the company and implement a new, friendly approach to providing energy.
A 10-week partnership with Disney was negotiated by McCaffery and her team with no cash outlay by TXU. The agreement involved limited license to use the Monsters, Inc. character images in exchange for direct mail bill enclosures promoting and offering retail coupons for the upcoming VHS/DVD release of the movie. The agreement consisted of:
Print advertising - An extension of TXU Energy's existing "Everyday Heroes" advertising featured film hero Mike Wazowski promoting TXU Energy's online Home Energy Advisor product (see photo gallery below for full-page ad image).
Bill insert - Lead Monsters Mike and Sulley were featured in a November bill insert on TXU Energy's Average Billing product, distributed to more than 60,000 homes.
Consumer events/PR - Gigglewatts contests, in which children displayed their loudest screams and laughter for prizes, were held at high-end shopping malls in Houston and Corpus Christi, generating direct interaction with affluent adults with families, considered high-value customers by TXU.
Radio promotions - Four radio station co-sponsors of the events were secured and supported the Gigglewatts contests with advance announcements and on-site remote broadcasts.
Web promotion - Buttons on txu.com and txuenergy.com featuring character Mike Wazowski linked site visitors to the Home Energy Advisor (see photo gallery for button image).
Results: Gigglewatts events generated local editorial coverage including a guest segment with the Houston Gigglewatts winner on a network-affiliate morning news program.
The concept and integrated marketing effort was recognized through coverage in Brandweek.
Through clicks on the Wazowski button on the TXU Web sites, visits to the Home Energy Advisor from growth market-based consumers more than tripled.
TXU Marketing Director Michelle Weech said, "The characters really stand out and it's a great way to introduce ourselves in those markets."
