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Florida Power & Light Company

Services Utilized

  • Mobile Phone Marketing

Campaign Objectives

  • Educate customers about how to prepare for a storm and stay safe before and after a hurricane
  • Promote the use of FPL.com as the key resource for information
  • Educate customers about FPL’s plan for restoration after a storm

Tactical Approach

  • Banners to appear as users access Weather.com on their mobile phone during local “severe-rain” alerts only
  • Traffic will be driven to mobile "jump page" with FPL content
  • Utilize targeted communication channels to reach specific audiences and geo-location

Results

  • Realized a response rate ten times that of the previous campaign
  • Achieved over a quarter of a million impressions against a highly targeted audience in a narrow geography

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