Utilities is a distrusted category beset with negative media attention. No brands have been able to successfully differentiate from competitors nor forge an emotional connection.
Our client wanted to stand out from the crowd in the category by doing something different.
WHAT WE DID
We worked collaboratively with our client during the initial campaign development and then the evaluation research phase to provide clear optimisation suggestions.
We were able to reassure them that the bold and humorous tone of the campaign increased emotional connection build the desired brand associations.
The campaign, fronted by the humorous brand ambassador, was successfully launched. Becoming a viral sensation and increased advertising awareness by 17%.
We also saw a direct increase in market share for the brand enabling it to overtake competitors to become the second largest brand in its category.