El Paso Electric
"Energy Efficiency Show Offs" Drove 274% More Enrollments
The Challenge
Great Rebates, Low Awareness, Flat Enrollment
El Paso Electric had a portfolio of Energy Efficiency programs designed to help customers save on upgrades and cut energy use. The programs worked. The awareness didn’t.
Most customers didn’t know the rebates existed, and the ones who did assumed enrollment would be complicated. Rebate participation lagged, kilowatt-hour savings fell short of what the programs were built to deliver, and a clear savings opportunity was sitting on the shelf.
The Objective
Make Energy Efficiency Feel Worth Showing Off
EPE needed to close the awareness gap and turn interest into enrollment. Success meant meaningful increases in program participation and kilowatt-hour savings, broader organic visibility, and a customer journey simple enough that a busy homeowner would actually finish it. All of it had to deliver on long-term energy savings goals, not just short-term campaign metrics.
The Strategy
Awareness First, Friction Out, Personality In
Low enrollment wasn’t a problem of interest. It was a problem of awareness and perceived complexity. Customers didn’t know which programs applied to them or how easy participation could be.
Hahn built a full-funnel strategy anchored in approachable, playful creative that made energy efficiency feel simple and, frankly, fun. Upper-funnel media drove broad visibility across the service territory in Texas and New Mexico. A single streamlined rebate hub gave every audience the same clear next step. The tone reframed efficiency upgrades as something to be proud of, not a chore to check off.
The Solution
Energy Efficiency Show Offs, Anchored by a Central Rebate Hub
Hahn launched Energy Efficiency Show Offs, a bilingual English and Spanish campaign that made energy efficiency culturally relevant and creatively distinct, driving customers to a dedicated rebate hub at ReclaimThePower.com. The work included:
Campaign creative. The “Energy Efficiency Show Offs” concept gave customers a reason to talk about their upgrades, turning AC units and smart thermostats into status symbols worth bragging about.
Full-funnel paid media. A coordinated mix ran across digital, social, streaming, and out-of-home, all pointing to ReclaimThePower.com as the central rebate hub.
Video and animation. Light-hearted spots dramatized the campaign concept and anchored the awareness push across video placements.
New program landing page. A purpose-built rebate hub simplified the customer journey, consolidating program details and making enrollment straightforward.
Smart media negotiations. Strategic vendor partnerships secured more than $20,000 in added value and 4.6 million bonus impressions at no additional cost.
Optimization and performance reporting. Continuous testing and measurement kept the campaign calibrated against both awareness and enrollment objectives.
65%
Lift in organic traffic showing upper-funnel tactics drove visibility and new interest.
274%
More enrollments
511%
Rise in KW savings
The Result
Enrollment Up 274%. Energy Savings Up 511%.
Since launching in August 2025, Energy Efficiency Show Offs turned visibility into measurable impact across every metric that mattered.
- 274% increase in program enrollments
- 511% rise in kilowatt-hour savings, tying behavior change directly to awareness efforts
- 65% lift in organic traffic, proof that upper-funnel tactics drove new visibility and interest
- 34.4 million impressions served across the market
- 36,800 website sessions on the new program pages
- $20,000+ in added value and 4.6 million bonus impressions secured through smart media negotiations, a 28% value lift at no additional cost
The campaign proved that the right creative concept, paired with a frictionless customer journey and disciplined media buying, can turn an underused rebate program into one of the most visible and productive parts of a utility’s portfolio.
