Client:
Current Energy provides energy-efficiency solutions to both residential and commercial customers designed to maximize energy cost savings while minimizing capital investment. Current Energy has a consumer-facing retail presence with two Current Energy Stores – one located in the fashionable Knox-Henderson shopping district of Dallas, Texas, and the other in Dallas's upscale Northpark Center mall.

Situation:
Current Energy changes the creative on its billboards every quarter. For the summertime – when the only shade in Texas is provided by said billboards – they wanted to promote the fact that they carry ultra-high efficiency air conditioners.

Objectives:
To inform the driving and hitchhiking public that Current Energy can help keep you cool while keeping your energy costs low.

Strategies & Tactics:
The client wanted to promote one A/C unit in particular – the Trane XL19i. With a SEER efficiency rating of 19.5 (most 10-year-old homes have units rated at 9 or 10), the XL19i has the capacity to turn a Texas hothouse into an icebox while sipping very little juice. So our challenge became, how do we describe just how efficient this thing is in as few words as possible while still speaking in the brand's voice? The solution came from someone whose family lives out of town.

Results:
Combined with in-store signage that also promoted the Trane, Current Energy saw robust sales of A/C units, as well as requests for service calls. This billboard also resulted – well, almost – in family discord for Current Energy's principal partners. The two gentlemen are brothers-in-law and, not coincidentally, have the same mother-in-law. And while dearest mum gave her blessing for the billboard, it still prompts her third son-in-law to claim the title of "the good son-in-law." Such is the price of good advertising.

The finished product: