Encouraging customers to "Voice Your Choice" for an electricity supplier.


Voice Your Choice :60 radio

Challenge: Rochester Gas & Electric (RG&E) conducted an annual campaign to encourage consumers to indicate their preference for an electricity supplier in a changing market. They needed a way to bring the campaign to life on radio.

Solution: Three radio spots that poked fun at three distinct, indecisive personality types as a way to humorously nudge the public into action.

The Agonizer

The Flip-Flopper

The Procrastinator


Agency: Roberts Communications