Utilities

Marketing gas, electricity and water brands

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



Simon Shaw and Matt Bright, MRS Awards, Finalist, December 2014

This article describes research undertaken by Royal Mail, the national postal provider in the UK, to understand the impact of direct mail by observing behaviour in real homes.


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.

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.


Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes how UPS, the logistics company, used a sports theme to boost brand love among small and medium-sized businesses and attract them as new customers.


Andrea Sophocleous, Event Reports, ad:tech Australia, March 2014
This event report explains how Australia Post, the postal service, developed a 'video stamp' to improve sales and perception of the brand on social media in a Christmas campaign. The company had experienced a decline in sales of its express postal product which it wanted to reduce.

Colin Strong, Admap, March 2014
This article describes how behavioural science can be used to overcome brand loyalty and nudge consumers into switching. Even though consumers can save money by switching, few do in many categories.

Design Business Association, Silver, Design Effectiveness Awards 2014

This case study describes how British Gas, the UK energy provider, redesigned its bill as part of a company-wide initiative to regain trust with its consumers.


Design Business Association, Bronze, Design Effectiveness Awards 2014

This case study describes how Shell, the energy giant, used social media to promote an event in Rotterdam, the Netherlands.


Design Business Association, Silver, Design Effectiveness Awards 2014

This case study demonstrates how Royal Mail, the UK postal service, made its stamps commemorating the London 2012 Olympic and Paralympic Games stand out from a crowded memorabilia marketplace.

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