DTE

DETROIT, MICHIGAN

Facing shifting consumer expectations, new competitors, and declining traditional revenue, utilities like DTE must evolve. ID Lab transformed DTE’s Insight product line, delivering a winning strategy against these pressures. We redefined the offering with a consumer-focused approach, structuring it into three accessible tiers: the digital app, Energy Bridge, and DTE SmartHome. By repositioning toward the growing home automation (IoT) market, we boosted revenue, enhanced energy savings, and built the foundation for sustainable, long-term growth.

BUSINESS CHALLENGE

Solution

To introduce the concept of de-extinction to the world and show the company’s progress towards their objectives.

MARKETING CHALLENGE

Say it again but with more emphasis

Increase energy savings by modifying customer behavior with non-rate-based programs while generating incremental revenue and profit.

SOLUTION

Rebuild Insight from the Ground Up: Product, Price, and Performance Reimagined

Authored the business case to calculate the savings by understanding average customers consumption rate (pre and post installation of device) and correlating that back to energy savings
Reset all product pricing (device and on-going/subscription costs)
Established all new segmentation and targeting
Upsell and cross sell more hardware and the Insight app to increase a customer’s capability to attribute consumption to each appliance in a home or business
Updated the Insight mobile app (based on primary research and user feedback) which increased engagement and savings by 5X

Outdoor

Billboards and Transit

Streaming

Audio and Video Mobile

Display and Retargeting

Social

Organic and Paid

Mail

Direct Mail

Web

Landing Pages

Email

Design & Implementation

SEO

Keywords & Topics

Strategy

Video, Infographics, Audio, Copy

Photoshoot