Evergy
A merger between two energy companies brought the need for a new campaign to educate it’s customers.
Idea
KCP&L and Westar Energy merged and became Evergy. They are committed to delivering clean, safe, reliable sources of energy in their community, both today and in the future.
Evergy tasked our team to come up with a campaign that advertised some of their new rate plans. As a result, Wait ‘til 8 was born.
Overview
Role Senior Designer
Tools Photoshop / Indesign / Illustrator / Sketch
Team Callahan / Evergy
Time 2019
Problem
Most people aren’t familiar with off-peak energy usage rate plans and how they can save you money. The campaign needed to educate the customers that they have options other than the traditional energy usage rate plans.
Process
There were multiple initial concept phases and we ended presenting three concepts to the client. The concept that was chosen ended up being a hybrid of my ‘electric appliance art’ and Wait ‘til 8 logo, along with bringing in some modern and bright appliance photos to use as campaign imagery. My concept utilized simple appliance illustrations/iconography juxtaposed with bright colors and a logo that made the bottom loop of the 8 into a clock with a plug to showcase time and energy. Industry language like MWh, peak and off-peak times can be intimidating and confusing to the average user. This concept focused on breaking down the plan in a simple, fun and memorable way.
We also had a lot of great campaign ideas that didn’t end up coming to life, including a consumer box that had goodies in it, as well as a jingle that could be used to promote the new rate plan.
Solution
Wait ‘til 8 is the idea of getting people to wait until after 8 p.m. to use major appliances and thus, save money. The campaign included a wide variety of data visualizations, direct mail, email, digital, and a landing page that was brought to life via highly stylized images we shot and created. In addition to digital and traditional media, we created an actual product line for the appliances to put on pause until off-peak energy times, like after 8 pm.
Final work
Staying within Evergy’s new branding, we came up with a fresh way to showcase these new rate plans. I came up with the campaign direction, art directed the shoot and worked with photo retouchers. I also created the Wait ‘til 8 logo, landing page, the EvenUse, Time of Use, and Standard Rate web pages, as well as the iconography, data visualizations, introductory emails, and various print pieces and magnets.
