Overview

As Southern California Edison's (SCE) Interactive Agency of Record, Sensis was asked to work with SCE's four other advertising agencies (General Market, Hispanic, Asian-American, and African-American) to develop and launch an integrated campaign to generate awareness of and drive enrollment in SCE's suite of online billing solutions.

Solution

Sensis developed a four-pronged campaign, simultaneously targeting Hispanics, African-Americans, Chinese-Americans and the General Market. To drive sign-ups for My Account by SCE customers, Sensis reached target customer segments most likely to sign-up for the service. The campaign execution included Display ads (4 General Market, 2 Hispanic, 2 Asian, and 1 African-American), Rich Media ads (General, Hispanic), Search Engine Marketing (General, Hispanic), RSS ads and 3 microsites (General Market, Spanish, Chinese).

Results

The campaign was an overwhelming success, delivering over 51,000 clicks at a cost-per-click of $3.32. Tracked conversions included 139,106 returning users and 24,308 new registrations at an overall cost per acquisition of $1.04.