Georgia Natural Gas
“It’s that simple.”
Background:
Natural gas is…boring. It’s a commoditized industry, with a handful of competitors vying for a relatively fixed market of consumers. And in the fall, all the companies empty their marketing budgets to try to capture as much market share as possible as the weather turns cold.
The Ask:
A new brand position that would cut through the noise and help differentiate them from the competition.
Insight:
Consumers don’t think about gas except in times of change: moving to a new state, buying a home, as the weather turns cold and that first high gas bill hits. And when they have to think about gas, they don’t want the process to be complicated: they want the lowest price they can get, for as long as they can have it to avoid having to think about it.
Strategy:
In an industry that is dominated by animated bears and gas meter mascots, let’s cut through the noise by being the opposite–simple, straightforward, and transparent.
Output:
“It’s that simple”–a new brand campaign highlighted by simple shapes and straightforward language, launched during their busiest season of the year.
Project done for Tailfin Marketing.