Direct Energy: The Power of You

After US privatization of energy and other resources, the energy business became highly commoditized, with constant consumer switching and rate wars among competing energy providers. As Group Account Director for RAPP Worldwide, the agency of record for regional energy brand Direct Energy, it was clear to Dan they needed to do something different to stand out from the pack. The key was moving from the “choice” position that most brands were using to a more emotional connection with “The Power of You”. They promised rate locks, gave back control to the customer and even developed a first-of-its-kind Power-To-Go mobile app to allow customers to remotely monitor energy usage in their home and only buy as much power as they needed. Direct Energy is now one of the largest providers of residential and business energy services in the entire country.