Best Energy Online Ad

Currently, about a quarter of Reliant Energy’s online customers enroll on a second visit to Reliant.com. Reliant, Schematic, and our online media partner, Range Online Media, worked together to design an online advertising campaign that capitalized on the Web site data and drove online acquisition. We designed an online advertising campaign that speaks directly to known visitors of Reliant.com’s “View Plans” page (the first step in the enrollment path) who have left the enrollment process before completing it. The media team implemented tracking tags on Reliant.com to serve the campaign across various networks visited after leaving the Reliant Web site. The creative solution included a set of interactive flash units in multiple sizes that allow people to interact with six of Reliant’s electricity plan options. The online campaign drove prospects to the next step in the online enrollment process. In the first two months, the campaign significantly outperformed industry averages and previous Reliant campaigns. Conversion rates averaged between 20% - 40% depending on the size, media placement and campaign length. This highly targeted campaign continues to outperform all previous Reliant campaigns and online advertising industry averages, and contributes strongly to Reliant's online acquisition goals.

Contributors:

Senior Manager, Online Marketing:	Mark Walker
Account Director:	Kelly Harris
Project Manager:	Paul Gallardo
Art Director:	Ryan Hovenweep
Copywriter:	Chris Barlow
Senior Animator:	Scott Ewen
Media Planner:	Venessa Moreno
Media Planner:	Gina Messamer

SCHEMATIC

Location: USA