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In an effort to explain electric company choice to customers who had never had a choice of electric suppliers before, we created messaging, taglines,logos and a campaign of TV, print, radio, interactive and direct response for Project Current Choice, Virginia's program to help customers understand the coming deregulation environment.
Many news articles had been written, both pro and con, on the subject. By making the complicated issue a simple, humorous conversation with customers in a way they could relate with in their lives, the six-month program exceeded its sign-up goals in the first month.
Television
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