Maintaining Brand Relevance by Quickly Pivoting Strategy
A campaign that began in the middle of a global pandemic, and continued on as we approached a time where life was getting back to normal. Like all brands in this weird year, we had to navigate a myriad of challenges—cultural sensitivities and relevance, production logistics and pinched budgets.
COVID-19 upended everything, including the 2020 Mass Save campaign we had just wrapped production on. With lockdowns in place, the campaign we had worked tirelessly on no was no longer relevant. We had to take a step back and rethink everything to meet customers where they were: stuck at home. A quick fix during lockdown seemed impossible, but we swiftly found a way. Our team members tapped into their personal networks and found five out-of-work filmmakers quarantined and willing, grateful, and able to cast their families in a new Mass Save spot. With the help of a production partner in Brooklyn, New York, we were able to connect the creativity of multiple filmmakers into a cohesive spot that authentically resonated with consumers in one of the first fully remote video shoots. To say that the results felt relevant is an understatement. And that was just what the brand needed as consumers were forced to stay, work, and play at home, which was driving up energy consumption. Mass Save’s new campaign celebrated all the COVID crisis brought instead of what it took away. More time. More time with family. More time for connection. More time to play. More time to restore and relax. By putting the personal environments of the filmmakers on display, we were able to create an inspiring story that spoke to what home life now looked like for American families. And, how Mass Save is helping those at home save as much energy as possible.