Utilities

Marketing gas, electricity and water brands

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



Andrés Krymer and Esteban Foulkes, ESOMAR, Latin America, April 2015

This paper explains how the Argentinian government set a new direction for YPF, the hydrocarbon company, when it was nationalised.


Sunando Das and Alex Johnson, ARF Experiential Learning, Re:think, March 2015

This paper describes a new way to passively measure household electricity usage patterns.


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, March 2015

This article demonstrates how behavioural economics (BE) is being employed to improve public and business policies.


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.


Direct Marketing Association - UK, Bronze, DMA Awards, 2014

This case study explains how British Gas, the utilities company, gave away free cinema tickets to improve public perceptions of its brand after a series of price rises.


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.

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