Electric Ireland: Powering Kindness

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.

Electric Ireland: Powering Kindness

Agency: Cawley Nea\TBWAMedia: MediaVestClient: Electric Ireland

Introduction & Background

Imagine one in four people in the country, during a wet week in November, saying to a friend or neighbour, 'let me make you a cup of tea, or, 'sure, I'll trim that hedge for you.

That's what happened. All around the country houses were scrubbed, cars hoovered and flowers delivered. Taxi drivers gave a fiver off, radio stations gave out bicycle covers when it rained, George Hook washed windows, Tubridy made tea for Mrs Doyle, Stephen Fry thought we were great,...

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