Telecoms & utilities

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OVO takes on Trump and wins on its own terms

News • 31 October 2018

OVO Energy ads are unlike any others in the UK energy category, and its decision to confront the climate change-denying position of the US president has paid off according to the agency behind them.

Inside OVO’s ‘swing’ at the big six UK energy giants

Article • Sam Peña-Taylor, Event Reports, What’s Possible ’19, October 2018

OVO energy is a new challenger brand that caused a stir from its Renewable is Unstoppable campaign; their agency, Uncommon, shares insights from an irreverent campaign.

E.ON taps brand purpose in a low interest category

News • 23 October 2018

Energy supplier E.ON has tapped brand purpose as a way to grab UK consumer attention in a low-interest category.

E.ON: creating engaging advertising in a low-interest category

Article • Emily Barley, Event Reports, Festival of Marketing, October 2018

Consumers don’t spend a lot of time thinking about their energy supplier, making it especially hard for energy brands to cut through.

GoCompare poses new marketing challenge to utilities

News • 16 October 2018

Technology is once again disrupting the energy sector, and creating a marketing headache for utility companies into the bargain.

Pan American Energy: PAE'S 20th Anniversary Campaign

Case Study • SABRE Awards, Gold, LATAM, Mining/Extractive Industries, 2018

Pan American Energy (PAE), a private hydrocarbon-producing company in Argentina, celebrated its 20th Anniversary by launching a 360° campaign, which included the creation of a book to highlight the importance of hydrocarbon.

Enel Energia: enelpremia 3.0

Case Study • Direct Marketing Association - US, Bronze, 2018

Enel Energia, a gas and electricity company, grew its awareness in Italy via its enelpremia 3.0 loyalty program, which gamified energy sharing to build better consumer habits, resulting in 1.3 million subscriptions.

Energia – Clever Humans Get Results

Case Study • Institute of Advertising Practitioners in Ireland, Silver, ADFX Awards, 2018

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

Luminous: Luminaries

Case Study • MMA Smarties, Finalist, India, 2018

Luminous, a solar power company, raised awareness of uplifting education for girls in India by celebrating a hero through setting up a solar power plant to supply electricity to every classroom in his school.

Constellation tees up PGA program to build B2B awareness

Article • Geoffrey Precourt and Mary Connors, Event Reports, ANA Masters of B2B Marketing, June 2018

Constellation, the energy company, has built a powerful business-to-business sponsorship program with the Professional Golfers’ Association of America (PGA).

Generadoras de Chile: Un Futuro Eficiente y Sustentable

Case Study • SABRE Awards, Gold, LATAM, Industrial/Manufacturing, 2018

Generadoras de Chile, an organization that brings together the main generators of electricity in Chile, was able to educate citizens on the importance, value and benefits of electricity in their daily lives.

Smart Energy GB: The Power of 10p

Case Study • YouTube Works for Brands, Winner, 2018

Smart Energy GB, a national campaign for the smart meter rollout in the UK, conquered 21- to 28-year olds' energy indifference through a YouTube content series – The Power of 10p.

Stopping our taps running dry! With a little inspiration from the behavioural sciences

Article • Crawford Hollingworth and Liz Barker, The Behavioural Architects, May 2018

Discusses how behavioural science helps us understand why we might often behave in a profligate manner with water - from our tendency to discount the future, our deeply embedded habits and also the fact that energy doesn't communicate our usage in the most cognitively easy ways.

Nigerdock: Free Trade Zone regulatory issue

Case Study • SABRE Awards, Gold, Public Sector/Government, Africa, 2018

Nigerdock, a Nigerian energy services company, developed a multimedia campaign to prevent a bill that sought to regulate Nigeria's free trade zone from passing.

Columbia Gas of Ohio: Energy efficiency saving matters

Case Study • SABRE Awards, North America, The SABRE Award for Superior Achievement in Measurement and Evaluation, 2018

Columbia Gas of Ohio (COH), a gas company, launched its campaign, Saving Matters, in the US to increase customer participation in its energy efficiency programs and motivate behavior change.

Florida: Remembering Hurricane Andrew: Miami-Dade's unbreakable spirit

Case Study • SABRE Awards, North America, Energy And Natural Resources, 2018

Florida Power & Light Company (FPL), a power utility company in Florida, used PR to launch a video campaign in the US to communicate storm preparedness messages and educate the public on the 25th anniversary of Hurricane Andrew.

Smart Energy GB: The Power of 10p

Case Study • Sam Guinivan, WARC Awards, Shortlisted, Effective Content Strategy, 2018

Smart Energy GB, the independent voice of Britain's smart meter rollout, conquered 21- to 28-year-olds' energy indifference using an innovative content series.

How novel data uses are generating new revenue streams

Article • Jo Bowman, Event Reports, I-COM Data Creativity Awards, April 2018

As certain business types become more proficient at using data, analytics and machine learning to serve their primary goal in a better way, they are also creating whole new sources of revenue.

Behind GE's content localisation strategy

News • 09 March 2018

SINGAPORE: Content marketing should focus on specific audiences, localisation and getting consumers to participate and contribute, according to a former GE executive.

Newfoundland Power: takeCHARGE Thermostat

Case Study • Institute of Communication Agencies, Bronze, CASSIES, 2018

Newfoundland Power, the Canadian utility company, increased participation in its programmable thermostat program by vilifying the dial thermostat.

Open Road Project: 'Smile Lock Outlet' (Japan)

Gunn Report • Gunn Creative, 2018

Contains the creative for the 'Smile Lock Outlet' campaign for Open Road Project by the agency Dentsu in Japan.

Gas Natural Fenosa: Cinergía – In Your Head

Case Study • Verónica Acosta, Ester Sanahuja, WARC Media Awards, Shortlisted, Effective Use of Partnerships and Sponsorships, 2017

Energy company Gas Natural Fenosa launched the first branded content short film in Spain to shift consumers' opinions about energy.

EDF Luminus: The 12thDevil

Case Study • Integrated Marketing Communications Council Europe, Silver, 2017

EDF Luminus, a Belgian electricity producer and energy provider, created the '12th devil' device, in partnership with the Belgium national football team (Red Devils), to promote fan energy and engagement during the EURO 16.

E.ON x Gorillaz: A Solar Collaboration

Case Study • Direct Marketing Association - UK, Gold, 2017

E.ON, a European electric services company, collaborated with the band Gorillaz to make its brand, and solar-powered energy, a relevant part of popular culture.

Litro Gas: Garu Ammawarune

Case Study • Sanjeewa Warusawitharana, WARC Prize for Asian Strategy, Entrant, 2017

Sri Lankan liquefied petroleum gas supplier, Litro Gas, used a digital campaign to increase brand recognition among domestic consumers.

What's working in telecoms and ISPs

Article • WARC Category Intelligence, March 2018

Global strategies, campaign updates and trends in the telecoms and ISPs category.
Five reasons why telcos should come back to brand

Article • Will Collin, Admap Magazine, January 2018, pp. 28-29

Details five ways in which defining a brand's purpose brings benefits and explains why those with a clear and genuine brand purpose will be the ones to thrive the most.
Marketing telecommunications

Article • Colin Grimshaw, Admap Magazine, January 2018, pp. 3-3

Outlines a series of papers exploring the challenges and opportunities for telecommunications brands.
Five trends in telecoms markets

Article • Emma Pilling, Admap Magazine, January 2018, pp. 36-37

Describes five key trends in the telecoms category and offers guidance on how to meet the challenges in areas such as 5G and emerging markets.
Marketing telecommunications: best practice in TV advertising

Article • Samuel Davis, Admap Magazine, January 2018, pp. 22-24

Looks at how UK telecoms brands are performing on TV and offers four guidelines on what works to drive both memorability and branding.
Singtel Travel Bravely: When a telco behaves like a travel brand, it sells more

Case Study • Lynette Wong, The WARC Prize for Asian Strategy, Shortlisted, 2017

Telecommunications company Singtel increased use of its data roaming product for Singaporean customers travelling abroad with a film, social media, and digital and search ads.