Best Energy Online Ad, Best Regional Online Ad

Electric cars have been taking off in the New York City metro area, with ownership of EVs doubling between 2020 and 2023. But that’s a lot of strain on the city’s electric grid – which is at the crux of Con Edison’s latest campaign with its agency Assembly Global and interactive advertising company Infillion, publicizing its initiative to pay drivers to charge their EVs during off hours. On average, drivers were paid around $400 per year, with some earning as much as $1,000. EV drivers in the NYC area were targeted and encouraged to charge their EVs between midnight and 8AM. This encourages drivers to charge during off-peak times to earn cash incentives year-round. Participating in the program not only earns drivers’ money, but also supports a strong energy grid. For the ad creative, Infillion’s created a lean path directly to Con Edison’s landing page inside its attention-guaranteed, opt-in interactive ad unit. Interacting with the unit reveals Con Edison’s messaging and a CTA. The net result was a clean, motivating experience which told the Con Edison story and created a quick exit point for conversion. ConEd’s custom foundation unit garnered strong performance, showing an overall 2.6% engagement CTR, 3.6x average interactions, 50 seconds time spent (well above Infillion’s 30-second guarantee), and a 1.35% QR code scan rate, which is over 25x that of the category average of 0.05%. The campaign also saw lifts of 23% in Awareness, 22% in Familiarity, and 13% in Consideration.

Contributors:

INFILLION

Location: United States