SCE Señor CARE Integrated Campaign

•

Señor CARE is a masked, lucha libre wrestler superhero who is bilingual,and unites people with SCE's low income CARE (California Alternate Rates for Energy) discount program

Client: SCE (Southern California Edison)

Assignment: Inform a predominantly Spanish-speaking audience about SCE’s CARE (California Alternate Rates for Energy) program.

Background:

For many years, SCE promoted the program by distributing CARE shopping bags to grocery stores in Spanish-speaking neighborhoods

Plain paper bags were printed with an eligibility chart in both Spanish and English that showed how little income a family had to earn to qualify for assistance

Plain bags got the idea across but with no visual interest, and presented CARE as yet another low income assistance program, and did nothing to create a more uplifting message.

SCE asked us for something different

Our Solution:

Señor CARE, a masked wrestler in the lucha libre style. A hero who speaks Spanish and English, and unites people with more affordable energy bill programs. Señor CARE's costume would be in SCE's green and gold and feature the SCE logo across his chest.

But more than another grocery bag, we proposed an integrated campaign.

We recommended they hire bilingual actors to don the Señor Care costume and help out at the markets by bagging groceries and telling people about the program.

We believed a live experience would be more effective than just plain bags and charts, and would be picked up as story on every Spanish TV news program in Los Angeles.

We also planned for Señor Care to show up at soccer games and other events.

We designed the Señor Care bag to include a mask on the side for kids to play with.

Results:

While SCE asked us to come up with new strategy, more compelling creative and bigger ideas, they were not always able to follow through on them. Señor CARE never went live and so unfortunately there are no results I can share with you.

Below is a rough comp of the bag.