Until 2025, energy efficiency was typically approached as an activation, mid-funnel type of project. These Wes Anderson inspired spots filled the missing brand component to the residential and buisiness EE messaging matrix. 

 

They worked on a brand level: Ipsos ad tracking revealed that 77% of viewers have a better opinion of DTE after seeing Resourceful and 75% after seeing Mmmm. That’s against an Ipsos benchmark of 66%. Additionally, both spots perform above Ipsos norms across a range of ad diagnostics.

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Suprise, they also worked at an activation level too: after viewing Resourceful, 74% of consumers said they would visit dteenergy.com/saveenergy.

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Brand CAN drive results.