Meralco Advisory: Seeing a Utility Company in a Better Light

This case study describes how the Manila Electric Company (Meralco) launched an ongoing, monthly multi-media campaign of advisory messages in order to build a relationship with its customers and counter negative publicity.

Meralco Advisory: Seeing a Utility Company in a Better Light

Meralco Advisory is the first and only advisory from a utility company in the Philippines (maybe even in the world) that airs a new TV and Radio Commercial monthly about (1) electricity rate movements and causes and (2) energy savings tips and innovations. A strategic tri-media infomercial campaign that aims to rejuvenate Meralco's image as a caring service provider by educating consumers and media about the electricity supply chain, being transparent about causes of rate increases and helpful in providing the most relevant energy management tips. Thus, countering negative...

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