Direct Energy, an energy-related service provider, is trying to emphasize to people that in order to lower their energy bills, they must look at not only the price they pay for energy, but how they use it. The company sought to create a campaign that would leverage consumers' interest in their personal finances and tie in the holiday season directly to the energy efficiency program, says James Peters, VP, global media network, Ketchum.

IDEA: The holiday season is ...