Challenge

The majority of firmus energy advertising up to 2015 focused on encouraging domestic oil users to convert to natural gas using a price savings message. However, research suggested that for many customers the cost of natural gas is not the main driver in their decision to switch, but rather the lifestyle benefits including instant heat, instant hot water and always hot water.

Solution

When people convert to natural gas, they’re quiet evangelical as they realise the lifestyle benefits for themselves. Because these people are neighbours, family and friends they’re known and trusted. With this in mind, we decided to run a testimonial based campaign, featuring real firmus customers from around Northern Ireland. The campaign featured ‘A Very Merry Daniel Ferry’ from Derry and Jayne ‘Shower Hogger’ Quinn from Coleraine.

Results

The team at firmus energy are extremely pleased with the campaign: ‘Word of mouth is a key driver in stimulated interest in natural gas. This campaign uses real customer who act as brand ambassadors, communication the benefits of natural gas in their own words as they have experienced for themselves. The photography is excellent and it really captured the personality of our customers.’