Bord Gáis: Making the big switch
The DDFH&B Group primarily consists of DDFH&B Advertising, Mindshare Media and RMG Target – the largest companies in Ireland in creative advertising, media buying and customer relationship marketing respectively. What we deliver as a group is channel-neutral, integrated marketing communications campaigns that deliver real and measurable results. In 2005 in order to achieve this level of integration we formed a number of small, multi-disciplined teams – we call this FUN SIZING. The past 5 years have been the most successful in our 25 year history winning accounts such as The National Lottery, Bord Gáis, Bulmers, Fáilte Ireland, Vodafone, Brennans Bread, Sky and many others.
Introduction & Background
It's not often an Irish company launches into a completely new market sector.
It's even rarer for an Irish company to launch into a completely new market sector and achieve their year 3 sales target within the first eight months! This case study charts the hugely successful entry of Bord Gáis Energy into the residential electricity market; from years of preplanning right through to a carefully executed and fully quantifiable integrated communications campaign which completely transformed the market, consumer attitudes and won over 300,000 new customers in less then a year.