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 its Current Energy Store located in the upscale Knox-Henderson shopping district of Dallas, Texas.

Situation:
Current Energy rotates its outdoor (or billboards as normal people call them) every quarter. For the the third quarter of 2008, the client wanted to focus on an overall branding message.

Objectives:
To increase awareness of Current Energy as the DFW-area's go-to provider of energy efficiency solutions.

Strategies & Tactics:
The challenges of doing outdoor-based brand advertising for Current Energy are twofold. First, even when we restrict the messaging to their residential/retail side, Current Energy offers so many services and products that it can be difficult to whittle everything down to a core message. Second, whatever the messaging is, it has to be clear that Current Energy is not, in fact, an energy company. To tackle both issues, we did what one should always do in advertising: simplify, simplify, simplify. We stripped the message to the essence of the Current Energy brand: helping you use less energy. To combat the second problem, we explored headlines that spoke in ways no energy company ever would.

Results:
Below is the finished billboard. We think it quite succinctly tells the viewer that Current Energy is about using less energy and that they most likely aren't a power company. And the client agrees. At least we assume so since they paid to produce and post it. Numerical results? Well, considering that doing a pre- and post-analysis would have cost several times more than the campaign itself, we'll just have to have faith in the power of our work. After all, we do enough measurable work for Current Energy to justify our confidence.

The finished billboard, ironically posted in front of high-voltage transmission lines: