Energia – Clever Humans Get Results

Energia, an energy brand in Ireland, abandoned its successful price-led communications model to drive long-term growth.

Campaign details

Brand: EnergiaAgency: Boys and Girls and Vizeum

Introduction and Background

This is the story of how a plucky energy brand abandoned its successful price led communications model in order to drive long-term growth, while still delivering on short-term success.

Following success providing gas and electricity to businesses since 1999, Energia entered the highly competitive residential energy market in 2014. Dominated by customer inertia, any gains to be made in this market must come from the relatively small pool of customers (approximately 14% of electricity and 18% of gas customers1) who regularly switch their...

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