TXU Energy - Energy For Everything

In Texas, energy isn’t just a utility. It’s survival. When heat waves hit and EV charging becomes part of daily life, people don’t want to decode a plan. They want something that makes sense fast. For TXU’s Ultimate Season Pass and Free EV Miles, we leaned into TXU’s warm, neighborly voice to make savings feel simple, timely, and easy to choose.

Audience:

Texas households shopping for electricity in a crowded, confusing market. Especially families whose usage spikes in extreme weather, plus EV owners who want predictable costs for charging at home.

What they think:

“All these plans sound the same, and I don’t have time to figure out what I’m actually paying for.” They want real savings without the fine print, and they want confidence they won’t get burned when usage spikes (summer/winter or charging).

The tension:

TXU has strong offers, but in a sea of lookalike promos, the win is clarity + humanity: make the plan benefit instantly understandable while keeping the brand voice warm and local.

Insight:

Energy decisions are made through conversation (partners, roommates, neighbors). If you can make the offer easy to explain to someone else, you make it easier to choose.

SMCI (single-most compelling idea):

Big savings when you need it most—made easy.

Reasons to believe:

• Ultimate Season Pass: Built for peak seasons. TXU advertises 50% off energy charges in peak winter/summer months (with additional discounted months depending on plan details).

• Free EV Miles: A plan designed to make EV charging feel “free” during set daily hours. Vistra describes a 100% discount on home EV charging from 7 p.m. to 1 p.m. (with a simple fixed rate outside that window).

• Brand voice that breaks through: TXU’s platform leaned into warmth/humor and a neighborly tone to stand out from “samesy” category advertising.

Where to reach them:

• Radio / streaming audio: commute hours + “it’s hot again” moments

• Paid social + digital: quick-hit explainers (the plan in one sentence) + retargeting

• OOH: highways, big-box retail corridors, and EV charging locations (contextual relevance)