Smart with power.
The Challenge
BC Hydro almost accidentally created two brands, the corporate BC Hydro brand and the more conversational conservation brand Power Smart. BC Hydro was seen as the colder corporate brand carrying the weight of delivering messages around bill increases and outages while Power Smart became the friendly, clever brand that everyone loved. Customers were confused while corporate reputation had plunged.
The Solution
We recognized the inefficiencies of having two brands and saw an opportunity to draw on the success of Power Smart by merging them into one powerful and friendly brand. Power Smart isn’t just about conservation but about being smart with power in everything BC Hydro does (from customer care to infrastructure). Merging the two brands into one, friendlier BC Hydro, Power Smart brand creates great efficiencies, eliminates confusion, and allows BC Hydro to leverage the positive equity of Power Smart back into BC Hydro.
