IPL: The Best Work is Smart Work

Comprehensive campaign touting how smart IPL’s Ways to Save programs are

Gallery Case Study

Indianapolis Power & Light Company (IPL) has more than a portfolio of energy-saving programs called Ways to Save. They have some of the smartest thinking in the industry on that front. So we helped them develop a campaign to point out exactly that. TV, radio, print and online all took advantage of what each medium does best to portray IPL’s programs, and the people who use them, as something beyond smart. Something more like…an adult prodigy

Case Study

Like we said: it’s not smart if it doesn’t work.

IPL has a vested interest in getting people to use their programs to save both money and energy. The better an energy company can manage customers’ demand and usage, the better it can limit future infrastructure costs. So we’re proud to report that within the first seven weeks, our campaign helped generate 272 new enrollments in IPL’s Ways to Save programs. And it was more than just an initial spike. That number had grown to nearly 1,000 within four months. Which makes the work we did for IPL just about as smart as the programs they’re offering their customers.


Our Responsibilities: Branding, Campaign Strategy, Concept Development, Content Strategy, Copywriting, Creative Services, Design, Logo Development, Media Buying, Media Planning, Non-broadcast – Video, Online Advertising Strategy, Radio Concept Development, Radio Production, Strategy, TV Concept Development, TV Production

Client: Indianapolis Power & Light Co.

Industry: Public Utility