ComEd Educates Public on Energy Eating Electronics
CHICAGO, July 30 /PRNewswire/ — At a time when saving energy and money is of the utmost importance, many people unknowingly waste power from plugged-in electronic devices that still consume power even when turned off. With a bit of clever creative messaging, courtesy of agency partner Leo Burnett, ComEd is hoping to educate its customers about the “phantom load” adding to their electricity bills and weighing down their wallets.
In partnership with the Lincoln Park Zoo, a terrarium installation depicting snake-like electric cords in a natural habitat will educate people about the energy usage and cost savings brought by unplugging unused electronics and electronic chargers. Leo Burnett partnered with ComEd to conceive the installation, which represents the idea that plugged-in cords are “alive,” eating power and your money. Similar installations also appear at select bus shelters throughout Chicago.
The “phantom load” installations are part of ComEd’s ongoing advertising campaign to raise awareness about energy efficiency and environmental impact in its northern Illinois service territory. In the multi-platform campaign encompassing TV, radio, out-of-home and print ads, ComEd is asking customers to “Go Green. Save Green.” through the company’s various environmental programs and offerings.
For instance, through its Smart Ideas(SM) program, ComEd offers a variety of technical assistance, financial incentives, and information resources designed to help customers become more energy efficient. After the first program year, ComEd saved its customers more than $20 million, empowering them to better manage their energy usage and save money on their bills.
“As an energy information resource, ComEd hopes to share simple behavioral changes with our customers to help them better manage their electricity use,” said Val Jensen, vice president, Marketing and Environmental Programs, ComEd. “Through our Smart Ideas program and this creative and thought-provoking campaign designed to engage customers, we hope to encourage more energy efficient practices that also help our customers save money.”
“Lincoln Park Zoo is one of Chicago’s premier green institutions, and is continually seeking innovative ways to conserve energy, and educate visitors about green practices,” said Sharon Dewar, Lincoln Park Zoo spokesperson. “ComEd is a great partner and this new campaign will communicate an important message in a fun and creative way.”
“Honestly, this particular energy efficiency fact wasn’t something we knew, and a bit of asking around revealed that we weren’t alone,” said the Leo Burnett creative director team of Brian Shembeda and Avery Gross. “It’s a simple fix and something everyone can do, so we wanted to convey that in a way that captured people’s attention. The idea of literally treating the power cords as living things was brought up and ComEd loved the concept right away.”
ComEd’s numerous environmental initiatives support Exelon 2020, a comprehensive strategy by Exelon, ComEd’s parent company, to reduce, offset, or displace more than 15 million metric tons of greenhouse gas emissions per year among its family of companies and customers.
Commonwealth Edison Company (ComEd) is a unit of Chicago-based Exelon Corporation (NYSE: EXC), one of the nation’s largest electric utilities with approximately 5.4 million customers. ComEd provides service to approximately 3.8 million customers across northern Illinois, or 70 percent of the state’s population.
About Lincoln Park Zoo
Lincoln Park Zoo is open every day of the year. Admission is free! The not-for-profit Lincoln Park Zoo is operated by The Lincoln Park Zoological Society. The zoo is a membership supported organization which helps keep admission free year-round. Membership prices vary from $50 – 110 annually and include numerous benefits including special behind-the-scenes tours, free and reduced price parking, and invitations to exclusive events. For more information, call (312) 742-2000 or visit www.lpzoo.org.
About Leo Burnett & Arc Worldwide – www.leoburnett.com, www.arcww.com/us/
The Leo Burnett Group, comprised of the Leo Burnett brand agency and its marketing services arm Arc Worldwide, is one of the world’s largest agency networks and a subsidiary of Publicis Groupe (www.publicisgroupe.com), the world’s fourth-largest communications company. The Leo Burnett Group holds people at the center of their strategic thinking, technological innovation and creative ideas, focusing first and foremost on human behavior before attempting to tell a brand’s story.
This approach ensures that people who buy into client brands believe in them all the more. With expertise in mass advertising and digital, retail and promotional marketing, The Leo Burnett Group partners with blue-chip clients such as The Coca-Cola Company, Kellogg, McDonald’s, Hallmark, Allstate, P&G and Nintendo.
SOURCE Leo Burnett; ComEd