National Grid
Weatherization is a critical component of home energy assessments—and those assessments are one of utility giant National Grid’s central focuses. Building on its expertise, National Grid launched a dedicated weatherization program for residential and commercial customers in downstate New York.
To raise awareness about the benefits of weatherization and encourage more participation in program incentives and rebates, it turned to marketing partner Mower. We were tasked with boosting visibility and generating qualified leads through an omnichannel campaign.
Recognizing the overlap between residential and commercial customers on New York City and Long Island, we wanted to use high-visibility channels that would reach both segments—and that would allow us to launch in early fall, building momentum for the winter heating season.
Our primary focus was to educate customers on the benefits of weatherization. In support, we planned to roll out a series of mini social media vignettes to showcase the importance of energy-saving measures (like insulation and air sealing) in reducing costs—and in aligning with National Grid’s commitment to energy efficiency.
National Grid’s partnership with Queens’ Citi Field offered a prime opportunity to promote its program. We also planned to engage Brooklyn’s Barclays Center, visible from National Grid’s headquarters, and the Long Island Islanders UBS Arena to ensure broad coverage across key service areas.
We structured our campaign around strategic partnerships with trusted local media outlets like NY1 and News 12 Long Island. To maximize visibility, we secured rotating signage at Citi Field and extended our out-of-home media reach to major venues like Barclays Center and UBS Arena, establishing National Grid as a prominent presence across the region’s sports and entertainment hubs.
When combined with targeted local placements, including radio spots during Mets, Yankees and Brooklyn Nets games, we created a powerful halo effect that boosted both brand awareness and customer engagement.
The campaign was rounded out with digital, social media and print advertising, along with specialized content for our commercial customers that included two webinars and an e-book. Anchored in a strategy focused on driving awareness and education, our creative approach highlighted the relatable benefits of weatherization.
The campaign ended three months early due to unprecedented customer support. While in market, we generated incredible results for National Grid, including:
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.