Energy group taps into super-hero craze in consumer effort

WASHINGTON: The Alliance to Save Energy has launched a "super hero" campaign to help consumers find simple ways to lower their energy bills.

WASHINGTON: The Alliance to Save Energy has launched a "super hero" campaign to help consumers find simple ways to lower their energy bills.

Ogilvy PR Worldwide created and produced the PSAs, super-hero design icon, and the Project Super Powers website, which debuted July 15. The campaign explains that super-hero powers are not required to prevent electricity costs from skyrocketing in this era of high fuel prices.

One of the effort's primary goals is to drive traffic to the group's new consumer website, www.ase.org/consumers, which includes tips on lowering bills for all types of energy.

The alliance also plans to re-release its popular "Static Electricity House" PSAs, which originally aired on TV in 2002 and feature a family's attempts to deal with their high energy bills by powering their home with static electricity.

The alliance had worked with DDB Worldwide on its previous two public service campaigns. But last year, the group decided to review its agency needs.

DDB was one of the three finalists of the competitive RFP, but the alliance awarded the contract to Ogilvy, due primarily to the agency's ideas for integrating a creative web component into the new campaign, said Rozanne Weissman, the group's communications and marketing director.

The alliance is a coalition of business, government, environmental, and consumer officials.

"The super-hero campaign gives us an opportunity to reach out to a new audience, especially among fans of Batman and other super-hero movies and comic books," Weissman said.

The new contract with Ogilvy began in January and could extend up to two years.

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