Here’s the thing about energy companies: no one thinks about them, ever. Unless of course, they’re paying their monthly bill or dealing with a service outage. Which aren’t exactly the best ways to form meaningful, loyal, and loving connections with your customers. So when Black Hills Energy asked us how to make better connections with the communities they serve, our answer was simple—stop talking about yourself and what you do for your customers and instead focus on them. Show all the ways in which you are silently there, supporting them, empowering them, and helping them go about their day-to-day. Don’t say a single thing about your prices or sustainable practices or your enthusiasm for serving them. In fact, don’t utter your name at all.

Pretty scary advice for a brand to hear, right? Absolutely. But…they did it. And the craziest thing? It actually worked. After our spots aired, Black Hills Energy’s awareness went up and overall brand perception improved.

Which hey, for an energy company, is pretty dang impressive.