Stinson Partners is now Beeby Clark+Meyler
Friday, July 30th 2010
Friday, July 30th 2010
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PROBLEM:
Research with target group showed definite distrust and confusion around natural gas pricing – target felt all natural gas pricing was “smoke and mirrors.” This was identified as an opportunity for market differentiation.
SOLUTION:
Leverage a newly developed brand platform (called “Get Comfortable,”) to take advantage of this opportunity. We called the campaign the “Clear Price Promise” (just another way Gas South helps you get comfortable). This multi-channel campaign featured a series of ads featuring Gas South’s new commitment to clear pricing, driving to the Web site and our suite of “Clear Price Tools” which made pricing very easy and quick to understand.
Beeby Clark+Meyler conceived, produced, and implemented all creative for this campaign, and managed all online media planning and buying, and ongoing optimization.
RESULTS:
The campaign drove consumers to the Clear Price Tools, underscoring this unique support point to the Clear Pricing claim in the highly competitive Atlanta natural gas market.
The campaign drove an additional 24% of traffic over average site traffic. Gas South realized a 30% increase in customer conversions online for these visitors.
A complete brand platform was provided for Gas South and integrated communications across all media touch-points.
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