firmus energy is one of only two natural gas companies in Northern Ireland. Our launch campaign positioned firmus energy as a challenger brand with values of warmth, empathy and above all common sense. Our brief was to make households aware of the benefits of converting from oil to firmus energy natural gas, and the ease of doing it.
If you could line them all up, you could see just how many reasons there are to switch to Firmus Energy – and that doing so is ‘just common sense’. But people just hadn’t thought of all these reasons at once. Each reason is another little tap on the shoulder to switch. We created a series of three ads, each presenting a little tap on the shoulder, thus starting to break down people’s inertia over switching.
Independent research (Millward Brown) identified that 69% of oil users had seen the TV ads. 45% of oil users said the ads would make them more likely to look into whether they can get natural gas. Path Analysis research (Millward Brown) also identified this advertising as one of the key strategic drivers behind switching.