Utilities and services: Energy and water suppliers

 

Since 1979 General Electric Co. (GE) had relied on one of the most successful branding slogans in history: "We bring good things to life." But along the way the company had become almost ...

Building a brand in the energy sector is not an easy business. Gas and electricity are true commodities, and people aren’t very interested in them, except when they go wrong. People only tend to switc ...

ScottishPower’s continuing battle with Scottish/British Gas makes for a good case study. With an all-staff commitment to ‘do more for you’ and by exploiting a price advantage to the full, ScottishPowe ...

In Québec, the residential energy market was until recently run by the powerful Crown Corporation, Hydro-Québec. The public saw Gaz Métropolitain — the principal supplier of natural gas — as an indust ...

The new ‘Freedom’ campaign for Phoenix Natural Gas was successful in informing the owner-occupied housing market of the opportunities and benefits of Phoenix Natural Gas, challenging fuel perceptions, ...

An innovative approach to advertising helped ScottishPower reduce customer losses in the face of considerable competitive attack, as the effects of deregulation worked through the market. Despite unde ...

This 1998 paper examines how advertising has changed stakeholder perceptions of North West Water in 1996. The advertising campaign was devised to achieve measurable improvements in customer satisfacti ...

This 1998 case history outlines the campaign that North West Water ran in 1995 when Britain was hit by a drought. It shows how proactive, integrated communications helped the company manage the supply ...

Objectives To create a perceived relevant point of difference-innovative thinking-between Integral and the larger Energy Australia before complete deregulation of the energy market in 2001. Results C ...

North West Water had to contend with considerable public and media criticism during the draught in the summer of 1995. Having learned a lesson' objectives were set in place to (1) set customer expecta ...

Campaign to improve the public appreciation of Anglian Water, in anticipation of competition. Key attitudes, to be measured by tracking (Millward Brown, questionnaire in appendix), were that AW: are p ...

The author summarises, with several examples, Anglian Water's commitment to the proactive use of customer research to guide marketing and corporate strategy. This paper won second prize in the 1995 Re ...

Electricity as a source of domestic heating had always trailed behind the charms of gas. The latter was cosy, warm and, above all, controllable. The agency’s brief was to communicate with the target a ...

East Midlands Electricity’s long-running campaign starred colourful football manager Brain Clough. However, looming privatisation combined with changes in the market led to a re-evaluation of the stra ...

Launch, 1987-9, of a new low cost product in the central heating market. The market is described, and the opening for a product with low capital cost. Initial TV commercial launched product autumn 198 ...

Local press advertising for the South Western Electricity Board. Results in terms of sales and enquiries. Abstract based on summary only, no date (but probably 1983).

1981 campaign to stimulate sales of gas cookers, in decline (North Eastern Gas - Negas). Content determined on basis of qualitative research. TV main medium, supported by press (regional), posters, ra ...