Bronner Slosberg Effort For Enron Targets Californians

Bronner Slosberg Humphrey is breaking a multimedia campaign in California for Enron Corp. The Houston- based utility company tapped the Boston shop for projects this summer.
Television and radio spots as well as direct marketing materials seek to entice consumers to choose Enron for their power needs once California’s residential electric market is deregulated Jan. 1.
Posing the question, “Hey, California, where do you get your energy?” a 60-second, black-and-white commercial shows a variety of people sharing their views on energy.
The spot focuses on the ease and value of switching from a local utility company to Enron, promising two weeks of “free electricity after one year.” The ad closes with a toll-free information number and the line, “Low rates, free electricity and a commitment to clean energy.”
“The strategy is to take advantage of deregulation and position [Enron] as a progressive alternative” to local power competitors, said Michael Jacobs, the Bronner Slosberg creative director who wrote the campaign, teaming with art director Jodi Manning.
“We’re saying [deregulation of power] is a good thing, leading to lower prices and more choice, like the deregulation of telephone,” Jacobs said.

At present, there is no plan for Bronner Slosberg to create work for Enron targeting states other than California, he said.
Spending levels were not disclosed, but sources estimated that Enron will spend at least $10 million on the effort, which will run through the end of the year.
Enron lead agency Ammirati Puris Lintas in New York has fashioned a series of Parade magazine spread ads running in the state’s Sunday newspapers.