Entry Category: Television and Internet Video, Commercial
Entry Title and Organization: JCP&L “Restore the Shore” TV Spot, The Marcus Group, Inc.
Award Received: Gold
Challenges: Due to the storm damage, we were limited on what roads we could travel on in Ortley Beach for the video shoot. Pat Mullin had never been on camera before, so we worked with her to make her comfortable during the full day shoot which covered a topic that so closely affected her. We had a lot of great footage, so it was also a challenge to edit it down to 60- and 30- second spots.
Description: This spot highlights restoration efforts at the Jersey Shore, six months after Hurricane Sandy, using GoPro cameras for a ride-along effect. The spot ran on YouTube and on the company’s website. A shorter version ran on Cablevision, Comcast and FiOS cable systems in Monmouth and Ocean counties.
Strategy: Hurricane Sandy knocked out power to nearly all of JCP&L’s 1.1 million customers. During the restoration process, JCP&L received much criticism from customers and municipalities that were out of power for more than a week. JCP&L employees worked around the clock to restore power while rebuilding infrastructure and also dealing with home damage themselves. JCP&L wanted to show its customers that it was committed to restoring the Jersey Shore – the area hardest hit by Sandy. Six months after the storm, many towns like Ortley Beach were still digging out. JCP&L workers have been there every day since the storm, many of them still displaced from their homes that were damaged as well.
Tactic: • The commercial was shot in Ortley Beach, New Jersey, one of the hardest hit areas. • We used GoPro cameras mounted to the sides of a JCP&L truck and took a ride-along approach to show the conditions and damage that still remained six months after the storm. • The spot features Pat Mullin, director of operations support at JCP&L, who is overseeing the utility’s restoration efforts in the Jersey Shore region. Pat show viewers the damage and narrates the spot. Mullin’s family was also affected by the storm – still displaced from their home that was flooded. • We asked Mullin to share her personal story from the storm which demonstrated the level of commitment and dedication she and many other JCP&L workers have. Even though her home was badly damaged and her family was displaced, she was working every day to assess damage and restore power. • Both damage and recovery was shown in the spot. Viewers saw
homes still in piles of rubble while JCP&L crews worked to set new poles and run lines on streets that were barely passable. Workers were installing new meters on homes that had passed inspection.
Results: Pat Mullin and other JCP&L personnel received numerous comments from people that saw the spot. There were 200 views of the spot on YouTube.
Related Link, If Any: http://www.youtube.com/watch?v=KnR3GLMPa-E