ACEnergy
From Energy Provider to Category Challenger
Overview
ACE is an Alberta-owned, member-owned energy retailer competing in one of Canada's most competitive and price-driven markets. M1 Agency partnered with ACE to develop a long-term growth strategy that combined research, branding, creative, media planning, digital advertising, and conversion optimization to increase awareness, generate qualified leads, and drive customer acquisition across Alberta.
The challenge
The Alberta energy market is crowded with national retailers competing through promotional offers, introductory pricing, and short-term incentives. ACE needed to stand apart without entering a race to the bottom on price. The opportunity was to build a brand people trusted, educate consumers, and create meaningful differentiation that competitors couldn't easily replicate.
OUR APPROACH
Rather than leading with promotions, M1 developed a full-funnel marketing strategy designed to build awareness, establish trust, and convert high-intent customers. Working as an extension of the ACE team, we developed the campaign strategy, media plan, messaging platform, creative direction, and ongoing optimization program. We launched integrated campaigns across Google, Meta, Programmatic Display, Connected TV, and Global Television, supported by landing page optimization, educational content, and continuous performance analysis. As the campaign matured, we evolved the messaging beyond traditional utility advertising by introducing distinctive campaign themes including Patronage Returns, Honest Pricing, and Check Your Rate, positioning ACE as an educator and trusted advisor rather than simply another energy retailer.
Partnership
M1 collaborates closely with ACE leadership to analyze market conditions, identify new opportunities, refine messaging, and continually improve campaign performance. Together we've built a data-driven marketing program that balances long-term brand building with measurable customer acquisition, allowing each campaign to build on the success of the last.
Through regular strategy sessions, reporting, creative development, and optimization, we've helped establish a marketing foundation designed to support ACE's continued growth across Alberta.
Results
The campaign established a scalable full-funnel acquisition system that continues to generate measurable business growth while strengthening ACE's position within Alberta's competitive energy market.
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customer applications generated during campaign rollout
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digital impressions delivered across Alberta
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website visits generated
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CTV video completion rate
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