Tas Gas came to us with the challenge of creating a campaign that raised brand awareness and generated an increase in leads. After several years of the same style of marketing, it was clear the business needed to approach things differently.
Our recommendation was to move away from the 'retail' approach of promoting cash back deals and discounts, and instead, truly connect with the target audience's values. The resulting campaign was a strategy that integrated warmth, family and the comfort of home as its core message. This was reflected in the positioning line, 'The heart of your home', as well as the imagery used throughout the campaign.
For our creative team this was a really collaborative project - from photography and copywriting, through to strategy and design... and we think the end product is pretty special. Including billboards, bus backs, press advertising, an online advertising strategy and social media, the campaign clearly raised brand awareness and resulted in a massive increase in enquiries within the first month of going live.
Tas Gas were also aware that their existing website was tough for even the savviest of savvies to navigate. Using Google Analytics, we undertook a full website audit to understand how visitors were travelling through the website; for example, where they were going, what they were looking for and when they left the site.
Using the information we gathered, we developed a user-experience strategy which incorporated user personas, user flow diagrams and an information architecture (think of it like a birds-eye view of the website structure). The website had to meet the goals of both Tas Gas (increasing connections, conversions and retention rates) and the end users (who were enquiring about connecting, whether they were on the pipeline, and switching from electricity).
The end product is a website that ticks all the boxes for Tas Gas as well as the end users: functional and well-designed, and communicating the core values of the brand to its target market.