Bord Gáis Energy has this week launched a new TV, radio and digital campaign, where new gas customers can avail of a 12-month 14% discount off their gas, plus a free boiler service.
The ‘Boiler Stories – Holiday Spoiler’ advertisement, developed by Publicis, will run from this week until mid-April. The new advertisement takes a look at the impact of a boiler breakdown, and how the unexpected bills can ruin family plans; in this case a much-anticipated trip!
The boiler stories ad is the latest in a series of advertisements from Bord Gáis Energy which shows how they look after the little things in life, underpinning the company’s ‘helpful’ positioning.
“Following our creative theme, this new campaign focuses on real people and true-life events’, said Dermot Mulligan, Marketing Controller, Bord Gáis Energy. ‘This is the time of year when many families start making holiday plans and while a boiler service may not be top of mind, it can ensure there are no unexpected bills from a boiler breakdown. We’re always looking for ways to offer value and choice for customers and with our latest offer new gas customers not only receive a significant discount, but they can also avail of a free boiler service.’
The campaign will include 40-second TV and 60-second radio spots as well as digital, direct mail and bill inserts.
The campaign was developed by Publicis, and led by key account handlers, Karen Austin and Eibhín McLoughlin. ‘Life can be full of surprises and a broken boiler is one of those unpleasant things that can be very expensive to repair or replace,’ said Jimmy Murphy from Publicis. ‘We could have focused on the benefits of an efficient boiler but we had much more fun with this campaign focusing on ‘when things go wrong’ and the comical lengths parents will go to maintain morale is the face of adversity. Getting your boiler serviced by Bord Gáis Energy can prevent boiler drama.’
Bord Gáis Energy:
Marketing Controller: Dermot Mulligan
Marketing Manager: Neil Curry
Marketing Communications Lead: John Conroy
Digital Communications Manager: Conor Barron
Executive Creative Director: Ronan Nulty
Art Director: Ross Giles
Copywriter: Peter Dobbyn
Business Director: Jimmy Murphy
Account Director: Karen Austin & Eibhin McLoughin
Producer: Niamh Skelly
Director: Finn Keenan
Producer: Tess Bunworth
Production Manager: Keith Bradley