ASG worked with Phoenix Natural Gas on the follow-up to the Barry White-led 'Your Everything' campaign. That marketing campaign was hugely effective in elevating the brand and promoting the product for the company, but after three years, a new direction was required.
At it's core, the new campaign revolves around the fact that Phoenix customers are very satisfied with the experience and extremely loyal to the product. Indeed, a large number of connections stem from word-of-mouth recommendation from friends and family. There's no-one better qualified to advocate the benefits of natural gas than those who use it day in, day out to enhance their lives.
With this in mind, the 'Celebrating natural gas' campaign used believable people in real situations, quite simply talking to the audience, highlighting the various product benefits that differentiate natural gas to them. These testimonials were enhanced by a split-screen approach that enabled the viewer to see the speaker interacting with product and appliances in a qualitative manner.
A wide demographic and an equally wide number of situations and appliances enabled three 30' television commercials to tell a varied and comprehensive story of the benefits of natural gas.
This television campaign was supported by complementary outdoor, press and digital formats, all bound together by the one creative theme - those who get Phoenix, love it.
