Rewarding Creative Bravery | Hall & Partners

Case Study:

Rewarding creative bravery

Creating difference for a utility company …

The issue

Utilities is a distrusted category beset with negative media attention. No brands have been able to successfully differentiate from competitors nor forge an emotional connection. Our client wanted to stand out from the crowd in the utilities category by doing something different and distinctive.

What We did

We carried out some exploratory co-creation research during the initial campaign development, and then undertook some evaluation research to provide clear optimisation and strategic recommendations. We were able to reassure them that the bold and humorous tone of the campaign increased emotional connection, helping to build the desired brand association and unique point of difference.

The outcome

The media campaign, fronted by the humorous brand ambassador, was successfully launched. It became a viral sensation and increased advertising awareness by 17%. We also saw a direct increase in market share for the brand, enabling it to overtake competitors to become the second largest brand in its category.
About Hall & Partners

Hall & Partners is a global insight agency that specializes in quantitative and qualitative market research, data analytics and strategic consultancy.

We provide brand performance tracking, customer segmentations, customer and brand experience, predictive modelling, insight engagement platforms, as well as communications and advertising strategy. This is in addition to our award-winning insight platform, The Hub.

Our global team help brands, businesses and organizations in the Americas, Africa, Asia, Europe, and the Middle East inspire growth. Together, we utilize over three decades of insight expertise to solve the toughest branding, marketing, communications, and innovation challenges for our clients.

Hall & Partners is a part of Omnicom’s Communications Consultancy Network.

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A monthly newsletter bursting with thinking on how to grow your brand: from in-depth analysis to practical advice. Sign-up for the latest industry perspectives, insight reports, free-to-attend webinars, and exclusive events.

By submitting this form you are opting in to receive occasional brand, marketing and communications insights from Hall & Partners.