Phoenix Natural Gas has been supplying natural gas to homes and businesses throughout Northern Ireland since 1996.
What did our client need to achieve?
Against a backdrop of challenging market conditions, particularly in terms of energy prices, Phoenix Natural Gas wanted to connect emotionally with their audiences and remind them of the value and versatility of their product.
How did we help them achieve it?
The customer is – literally – everything to Phoenix Natural Gas.
From this core thought, we developed the campaign’s Your Everything proposition. This worked on two levels: it’s a potent customer proposition that suggests that Phoenix Natural gas offers everything you could wish from a modern, natural fuel; and the phonetic You’reEverything placed the customer at the centre of everything.
The proposition was brought to life on TV by the classic Barry White song, You're The First, The Last, My Everything.
TV ads embraced seasonal variations and the Your Everything brand and imagery permeated all Phoenix’s marketing activity, from literature to website, and from press to outdoor.
How do we know it worked?
During its three years, this campaign generated a strong uplift in in-bound sales leads.
