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19
BSC AND ELECTRIC IRELAND
April/May 2013 www.esb.ie/em
“The customer benefit is renowned high levels of customer service.”
The former army base in Islandbridge is now Dublin's Hollywood with many of the old buildings being used as film sets and studios. Also shooting there at the same time as Electric Ireland were the BBC, shooting the second series of Ripper Street and Gabriel Byrne and Michael Gambon, shooting the film versions of the Benjamin Black series of Quirke books.
Project Manager, Tim Wynne, Electric Ireland explained: “From start to finish this has been a great project to work on. We started with the brand strategy, validated our proposed positioning and message with customer research and worked in close partnership with Irish International who came up with the creative idea - Power comes in many forms, we understand them all.”
It was important from the outset that we built a communications platform that can work in all mediums and I am delighted to say that we have that from TV to digital. The TV sound track, Shine On You, from The duke and the King, can be downloaded via the TV advert using Shazam.”
Margaret Colton, Head of Marketing, Electric Ireland, explained, “The timing of this campaign is appropriate as we need to move our brand messaging beyond just price to address the other important new product development and service needs of our customers so proudly protected by everyone in Electric Ireland. Our high service standards are acknowledged in research as a key differentiator for our brand. The brand promise of best understanding and the subsequent creative platform of Power comes in many forms, will be the lynchpin for all communication campaigns to come, including gas and electricity price plan advertising, sponsorships, loyalty and business. We will actively plan for the transfer of the core assets including the powerful sound track, vignettes of Irish life and the brand end frame animation.”
Head of Commercial, Electric Ireland, Ken McKervey confirmed, “In addition to the advertising campaign we are conducting a year long staff engagement programme, that started last year, designed to help everyone in Electric Ireland to brainstorm and deliver on their new ideas to continue to show best understanding of our customers. We will track how well we do in consumers’ minds; at all points they interact with us, including their view of our advertising.”
The advertising campaign will run on cinema and television and will be backed up by outdoor posters and digital activity. And, by the way, particularly eagle-eyed viewers may notice that the scenes in the commercial spell out the word ‘power.'
Can you work out how?
