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.

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.

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.




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