American Electric Power

Consumers often associate their power company solely with bill payments or when issues arise. American Electric Power recognized the opportunity to foster consumer trust and affinity for their service providers, extending beyond the functional aspect of keeping the lights on.

At the heart of AEP's commitment are the line workers, essentially modern-day cowboys, who stand at the forefront of keeping communities safe. These dedicated professionals undergo extensive training, operate under immense risk, and remain on-call to respond to natural disasters, both near and far. To highlight the vital role of line workers and position them as the human face of the power company, we launched a comprehensive campaign.

This initiative featured captivating photo and video content strategically distributed across web, social media, digital platforms, and television. Additionally, we implemented weather-triggered ads and email campaigns to engage with consumers in a targeted and timely manner. By showcasing the commitment and sacrifices of our line workers, we aim to build a connection that goes beyond utility, emphasizing the role AEP plays in powering and safeguarding communities.

Photographer: Jeff Crane