Natural gas campaign gets the Pulse touch
Pulse Marketing Group has launched a $5.5 million marketing campaign for natural gas across NSW and ACT.
The campaign, created for natural gas infrastructure company Jemena, is a non-brand specific consumer and trade campaign, promoting increased overall use of natural gas not a particular brand or supplier.
According to the Sydney-based marketing group, the campaign comes at a time when research suggests Australians’ consumer confidence to be at its lowest level in nearly 15 years.
Building on the industry-wide brand Pulse developed for the sector in 2008, ‘Natural Gas. The Natural Choice.’ campaign aims to promote the economical, environmental and lifestyle benefits of consumers using natural gas.
Pulse Marketing Group managing director, Lauren Fried, says, “Having it in your home is a choice, therefore it was essential for us to highlight the lifestyle and emotional benefits that are generated by having natural gas appliances in the home.”
The campaign centres on a TVC featuring hot air balloons settling over homes that have natural gas. There are also two other commercials featuring key character, Barry, using natural gas appliances in his home.
Driving an interactive component of the campaign is the website, www.thenaturalchoice.com.au, with information about natural gas appliances, and the ability to generate a report on appliances of interest, their nearest stocked retailer and local deals. There is also an availability tool, greenhouse gas emission calculator and an LPG cost comparison calculator.
Gas Network development manager at Jemena, Peter Harcus says the campaign depicts the desire for a more efficient lifestyle with natural gas, as well as providing consumers with the right tools to make informed economical and environmental decisions.
“Jemena believes this campaign has the power to convert customers through an informative, interactive and emotional approach. It is a campaign that resonates with everyday Australians,” explains Harcus.