About This Project
Summary
BGE launched the “Come On In” campaign at a critical moment. A historically cold winter and recent rate hikes had left customers frustrated and energy-conscious—challenging the utility to reconnect with its community. The brand needed more than a message; it needed empathy. The campaign invited customers into the real homes—and lives—of their neighbors, showing how BGE and the EmPOWER Maryland program help people take control of their energy use in ways that fit their lives.
Goals & Objectives
“Come On In” was a natural evolution of BGE’s Emmy-winning “Through & Through” campaign, which personalized energy efficiency by showing solutions for every home and lifestyle. The new campaign aimed to go deeper—into customers’ hearts and minds—by focusing on real people and authentic stories.
Results & Impact
Since the campaign’s recent launch in April 2025, Come On In has delivered over 37 million impressions across broadcast TV, YouTube, Paid Search and more. As the campaign continues to grow and develop, we look forward to seeing the impact it has on BGE customers.
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