No Song and Dance
Kleenheat, a challenger brand in the crowded natural gas market, sought to maintain its competitive edge. By doubling down on their "No Song and Dance" platform and employing memorable, unconventional characters, Kleenheat cut through the noise, resulting in significant customer acquisition and exceeding expectations.
CHALLENGE
A long-time agency partner, Kleenheat has sought to be a market challenger from day one, with creative approaches aimed as standing out in a category characterised by a sea of sameness. However, to keep creative and messaging fresh is no small task. How can a small, local brand differentiate itself in a crowded natural gas market where price is a key factor and larger brands have significantly bigger media budgets?
SOLUTION
We doubled down on Kleenheat's stand-out "No Song and Dance" platform, proving that sometimes, the best way to stand out is to not blend in. Instead of tired marketing tropes, the campaign embraced memorable characters like Lil' Slippy, the rapping soap, and Queenheat, the operatic broccoli – instantly cutting through the noise.
This wasn't just about quirky characters.
It was a strategic move to underscore Kleenheat's commitment to genuine customer value. By ditching empty promises, Kleenheat highlighted tangible benefits: exceptional service, exclusive deals, and real perks that customers actually appreciate.
The "No Song and Dance" campaign didn't just get noticed; it stuck in people's minds.
42% of the target audience recalled the campaign, proving its memorability and cut-through. Even better, 84% instantly recognized the campaign as belonging to Kleenheat.
The campaign exceeded acquisition expectations by a massive 111%.
Results that matter...
Increase in sign-ups, year-over-year.
Consumers actively switched to Kleenheat from competitors during the campaign.
New customers to the Kleenheat family.
