Changing Minds:
Cirro Energy, a Texas-based residential electricity provider, sought to establish brand distinction in a competitive deregulated energy market. After a comprehensive analysis of brand perception, ambassador appeal and the competitive landscape, a new brand strategy was developed. This included defining the brand archetype, refining brand positioning and updating the visual and verbal identity system. The rebrand provided an opportunity to move away from using a brand ambassador as the central creative element and instead establish a distinctive visual element to build equity for Cirro Energy. The “current” brand campaign, inspired by the continuous line cursive in the logo, symbolizes an energy current that lassos household appliances powered by Cirro Energy. The campaign was launched across various media channels, including TV, Radio, OOH, Digital, Social and OTT/CTV, leveraging real-time insights for continuous optimization and tracking.
Moving Markets:
As a result, Cirro Energy experienced a record-breaking performance in new customer acquisition with a notable increase in brand awareness. Year over year, call volume increased by 21%, website product chart views surged by 60%, and CPA goals improved by 35%. Digital plan enrollments saw a 7% increase, while brand calls exceeded the target by 111%.
The campaign’s success was recognized with the 2023 Communicator Award for Integrated & Multi-Channel Marketing Campaign.
