Due to poor service in recent years, ComEd's customer satisfaction scores have dropped dramatically. This has led to a gap in the consumer mindset between the positive energy that brings everyday things to life and the company that provides that energy. Our goal was to bridge that gap and increase customer satisfaction scores. Specifically we wanted to:-Generate awareness of ComEd's improvements-Create a dialogue with consumers to reinforce reliability

We searched for a creative way to make a positive connection for consumers with ComEd. We identified the Christmas season as the perfect time, because all holiday decorations are powered by electricity.During the holiday season, transit advertisements reach city commuters as well as suburban shoppers. We saw an opportunity to increase ComEd's awareness and showcase holiday creative themes. Michigan Avenue buses carried ComEd's advertising along a major thoroughfare with holiday decorations illuminated by ComEd. The campaign's launch coincided with ComEd's sponsorship of the 'Magnificent Mile Lights Festival', Chicago's kick-off of the holiday season.

ComEd makes holidays better and brighter by lighting up everything from plastic snowmen to the Magnificent Mile. We employed a medium that directed consumers to these displays of ComEd's power. For the first time, ComEd's customer satisfaction maintained record-high levels during Q4 2002.Brand awareness was at an all-time high and there was positive feedback from ComEd management and employees