TXU Energizes the Eco-Conscious Consumer with Year-Round Savings

As Texans continue to grapple with their “new normal” of longer summers and hotter temperatures, they’re also facing a third reality—increased energy usage. As customers are looking to their energy providers for relief, TXU Energy assures the eco-conscious consumer that when the sun goes down, their savings go up.  

First launched in 2017, the Free Nights and Solar Days (FNSD) plan was the first of its kind to give Texas customers 100% free energy charges every night and 100% solar energy every day. As other competitors have continued to follow suit, our agency had to strategize messaging that would signal TXU Energy as a differentiator.  

In a collaborative effort between Brand Strategy and CX, the teams identified a key insight: Texans want sustainability without sacrificing comfort or cost efficiency. This unlocked the lane to frame the FNSD plan as not just a green choice, but as a lifestyle solution that adapts to how people live, sleep, and, of course, save.

The result was a vibrant, iconography-style Display and Social refresh that focused on comfort while saving, communicating that customers can sleep coolly and comfortably without worrying about what the thermostat says.