Xcel Energy is a national leader in providing clean, reliable energy to millions of homes and businesses. As a brand, they’re committed to helping the communities they power thrive, but the reality was customers only thought about them 7 minutes a year—usually when paying a bill or when they had a problem. In 2016, the brand embarked on a mission to become more visible to those they serve, but increasing trust and preference among customers is difficult when nobody thinks about your product. After all, you can’t see energy. How do you make people feel positively for a product they can’t quantify?
Yamamoto set to work conducting primary research on a variety of campaign concepts in both the residential and business customer bases. The task became immediately clear. We didn’t just need people to think about energy. We need them to feel about it. Our concept needed a human element and a way to relate. We found one—in the Xcel Energy Delivery Guy.
What if energy was delivered in a box? And what if it was brought to your door by smiling, familiar face? These questions form the foundation of the Always Delivering campaign. In seeking to make the invisible visible, we gave the brand a face. Our nameless, always-on-the-move spokesperson, the Delivery Guy, and his signature red box powers the campaign, and serves as the perfect vehicle to deliver the Xcel Energy message. Providing dependable energy and helping families, businesses and communities thrive, day in and day out, are now more than words. They’re brought to life.
Given the breadth, depth, and scope of Xcel’s market, getting the message to the people was no small task, and with a 90-day delivery schedule, there wasn’t a moment to spare. Over 500 digital expressions, almost 100 print and outdoor ads, three dozen unique radio ads and four nationally running 30-second television spots made up the herculean communications payload that would kickoff Xcel Energy’s new message. And in just under 10 weeks, the Delivery Guy went from the drawing board to televisions in millions of homes.