PacifiCorp
Connect the West
ENERGY AND ENVIRONMENT
The challenge
PacifiCorp (doing business as Rocky Mountain Power in Wyoming, Idaho and Utah and as Pacific Power in Oregon, California, and Washington) has a bold vision for a connected West, where unmatched natural supplies of wind, solar and other renewable resources are united in a modern, integrated grid.
Connection isn’t just a business opportunity for them. It’s the secret to decarbonizing our energy system rapidly and on a massive scale.
As PacifiCorp’s agency of record, we were thrilled to help tell this complicated and politically sensitive story, which affects millions of people living in a diverse range of rural and urban communities.
What we delivered
Campaign & communications planning • Pre-roll, OTT & old-school spot
Integrated messaging • Media planning • Earned media • Digital display • Video • Social
Impact
This optimistic community-focused messaging platform is earning the trust of a dispersed customer base and building support for work that will make a better future for all.
Operating as an organizing principle, “Connect the West” has aligned communications across PacifiCorp’s paid, owned and earned channels, optimizing in-market performance and delivering improved customer satisfaction scores.
What we noticed
At a time when anxiety about the future—and trust in shared institutions—is at an all time low, we saw an opportunity to showcase PacifiCorp’s clear vision for a post-carbon future and its leadership in bringing that future to life.
Those two elements (the ability to see a way forward and the competence to deliver) gave structure to Connect the West, a long-term brand campaign that is making a multi-decade, multi-billion dollar infrastructure project relevant, meaningful and reassuring to customers from every walk of life.