DTE Energy

Crisis-Driven, Action-Centered TV and Radio

Addressing our state’s COVID-19 outbreak nimbly and with purpose.

The need for both reliable energy and relevant information never ceases—especially during a crisis. Quickly recognizing the seriousness of Michigan’s outbreak, DTE didn’t just reassure and empathize, they took action. Working around the clock and utilizing exisiting assets, we rapidly pivoted all of DTE’s content to reflect these quickly implemented measures: extended payment terms, increased commitment to uninterrupted services, dedication to Michigan’s economic recovery and much more.

The message did more than stand out. Ratings for DTE as a caring company surged in their NPS survey, and they were ranked more trusted than state, county and local municipalities in our own research—a big accomplishment in a traditionally low engagement, utility category.

DTE Energy - Technology to Learn ad

"Michigan Spirit"

DTE Energy - We're in this Together ad

"All In"