CHALLENGE

Preceding deregulation that allowed Georgia Power customers to choose power companies throughout the Southeast, Georgia Power decided on a preemptive strike. Even though solid relationships had been established, there was still concern about some defection.

ACTION

After a thorough customer study, it was decided to take the high road and remind customers of the support and resources lent by Georgia Power day-to-day and especially in a crisis. Actual examples were used for a series of ads placed in the Wall Street Journal. The portraits of the Georgia Power Representatives were etched in the same style and by the same illustrator of the Wall Street Journal, giving the campaign stature and credibility.

RESULT

Reduced commercial churn to 1%.