Marketing gas, electricity and water brands

Articles and cases by category:
Energy and water suppliers
Postal, courier services

Andrés Krymer and Esteban Foulkes, ESOMAR, Latin America, April 2015

This paper explains how the Argentinian government set a new direction for YPF, the hydrocarbon company, when it was nationalised.

Sunando Das and Alex Johnson, ARF Experiential Learning, Re:think, March 2015

This paper describes a new way to passively measure household electricity usage patterns.

Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, March 2015

This article demonstrates how behavioural economics (BE) is being employed to improve public and business policies.

Design Business Association, Bronze, Design Effectiveness Awards, 2015

This case study demonstrates how the launch of its Applause Recognition and Reward Scheme helped convey a common identity and sense of celebration among employees of energy company RWE npower.

Direct Marketing Association - UK, Bronze, DMA Awards, 2014

This case study explains how British Gas, the utilities company, gave away free cinema tickets to improve public perceptions of its brand after a series of price rises.

Patrick Hartmann, Vanessa Apaolaza, Clare D'Souza, Jose M. Barrutia and Carmen Echebarria, International Journal of Advertising, Vol. 33, No. 4, 2014
This study addresses the behavioural effects of cognitive threat appraisal, emotional fear response and perceived coping efficacy in threat appeal based green advertising. While most existing theories attribute fear arousal a secondary role as a moderator of cognitive effects, or consider fear detrimental to persuasion, the proposed framework integrates fear response as a principal behavioural antecedent.

Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2014

This case study describes how Electric Ireland, the utility company, used Instagram video to leverage its sponsorship of a music festival.

Craig Mawdsley, Shannon Singh and Michael Salter, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2014

This case study shows how EDF Energy, the UK energy company, differentiated its brand from competitors through a 'low carbon emissions' message to recruit customers more quickly than all other major suppliers.

Institute of Advertising Practitioners in Ireland, Silver, AdFx Awards, 2014

This case study describes how Electric Ireland (formerly ESB), the utility provider, shook off the shackles of deregulation and successfully launched Electric Ireland as an energy brand in Ireland.




Warc's pick of the most effective utilities case studies


USPS: A Simpler Way to Ship

Ogilvy winner promotes postal service's Flat Rates


Postal Services

Gale's global overview of the postal services industry


Bord Gáis: Making the big switch

How an Irish energy company found new customers