Nobody thinks about, cares about or talks about their energy provider – unless their bill is too high or the power goes out. And to make matters even worse, in Texas the market is deregulated so there’s dozens and dozens of companies providing virtually the exact same service and wrestling in the mud over price. To help Reliant stand out, we re-branded them with an all-new look and personality including recommending favorite local son, Matthew McConaughey, to be the voice of the brand. The campaign included television, radio, outdoor, online advertising, sports activation and a whole new web site. All of which helped Reliant become the most popular energy provider in Texas.
To spread a little holiday cheer, we invented an online advent calendar featuring a different video each day narrated by Matthew McConaughy. Every timesomeone shared a video, Reliant donated a buck to the charity.
In Dallas, Cowboy fans inside the stadium could vote on which cheerleader was bringing the most energy by texting. The results were posted live during the game on the giant scoreboard.
In Houston, a special "Bring The Energy" train brought Texans fans to the stadium on game day for free.