Utilities

Marketing gas, electricity and water brands

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



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.


Geoffrey Precourt, Event Reports, Festival of Media Latin America, October 2014

This event report explains how the United States Postal Service (USPS) partnered with Sony Pictures, the film makers, to work with Spider-Man.


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.

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.


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

This case study describes a campaign by PostNL, a mail company, which used social media to build a sense of belonging for its workers, improving staff retention and public perceptions.


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.


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

This case study explains how Electric Ireland, the utilities company, encouraged people to do good deeds to increase brand affinity in a price-driven market.

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