2. 20 million
customers

5. The Problem

7. What does the fox say?

8. What does the fox say?

10. Miley Cyrus, The Situation, Cat Videos
= 22.3 hours/month
= 16,000 minutes/year
= more than you spend eating ALL YEAR
Energy Usage, Saving the Planet
= 7 minutes/year

11. U.S. Energy Productivity

12. U.S. Energy Waste

14. We are reptiles.

16. Lawyers

17. Day Care

19. Comparison

20. Peak Energy Reports
Get people to use less energy on peak days, or
the hottest days of the summer. And we pay
them for each kWh they save.

22. National Grid and Opower
Standard Marketing

23. National Grid and Opower
Affect

24. National Grid and Opower
Exclusivity

25. National Grid and Opower
Loss Language

29. Behavioral Science
Definition: An extensive trove of knowledge about how people really behave and
why they behave the way they do.
Norms

Loss Aversion

Autonomy

Rewards

Triggers

Opower is running the largest behavioral science experiment in the world

32. Increased customer trust
100%
75%
76%
68%
Impact 49% of JD Power score
Consistent impact across 30K
interviews at 24 utilities
68%
55%
50%
48%
38%
25%
0%
Trustworthy source
of information
Wants to help me
Wants to help me
reduce my energy
save money
use
Treatment
Control

33. Predictable energy savings
5.0%
Average Steady State Savings = 1.5 – 3.5%
4.5%
4.0%
3.5%
3.0%
2.5%
2.0%
1.5%
1.0%
0.5%
0.0%
6
12
18
24
Months since program start
30
36
Results measured and verified by independent third parties
42

35. “This is a message from
BGE. During the
Wednesday, July 10th
Savings Day, you earned
$2.75 for reducing your
energy use. The averagesaving home earned $3.75
more than you.”

36. You know you’ve made it when
you’re on
Opower and BGE:
Behavioral Demand Response

37. Las Vegas
off the grid