PSEG Long Island is a power company committed to reliable service, innovative advancements and customer satisfaction. The campaign was designed to improve consumer perception with repetitive, positive reinforcement using the words “THE POWER OF…”, followed by RELIABILITY, INNOVATION, SUSTAINABILITY, COMMITMENT and SMART ENERGY which are the categories the company needed to improve its JD Power scores. The campaign featured impactful photography and heart-warming footage to tell a “powerful” story. The POWER OF... campaign contributed to the clients' highest score ever, a 53 point increase from the prior JDP wave. The brand jumped from the bottom quartile into the top of the second quartile of all similarly sized utilities in the East region, scoring double the average industry improvement index — and triple that in the key category of price satisfaction.