Kleenheat "Are You Thinking About Gas?"
In an increasingly crowded natural gas market Kleenheat wanted to separate themselves from the retail pack by bringing their brand personality to life in a creative and engaging way.
The Brand Agency, in collaboration with Kleenheat, developed a robust strategy and creative brand world that was grounded in a brutally honest truth - people rarely think about their gas provider, until they need to. And at Kleenheat, they love that! All the thinking they put into meeting your energy needs, means you can get on with letting your life flow. If you're not thinking about them, it means they’re doing their job right.
In a brave move, the campaign was introduced into market with a teaser phase that didn’t include the Kleenheat logo. The people of Perth were asked a simple question “Are you thinking about gas?”. This ran over OOH, radio and digital.
After three weeks, it was followed with the brand launch through TV, online video, radio, OOH, digital and social, taking advantage of media environments and contextual placements to create bespoke assets to really connect with Western Australians.
To build on the “Are you thinking about gas?” brand campaign launch, Kleenheat and The Brand Agency then shifted gears half way through the 6-month campaign period to target people who are likely thinking about gas, the movers market.
The Mover’s messaging acknowledges that even though people may be thinking about gas at some point in their moving journey, they won’t be thinking about it for long. The moving journey can be a challenging time because of the little problems many people experience when moving house. Kleenheat takes the stress out of moving gas accounts with a quick and easy online sign up, so movers can get back to letting their lives flow!
Overall the “Are you thinking about gas?” brand campaign has seen positive results, with uplift in brand sentiment and customer numbers.