MII Marketing Breakfast in Fire Restaurant, Dawson Street, Dublin 2 on Wednesday 11 February 2015. Speaker Geoff Codd, Marketing Manager, Energia explored “From Logo to Brand… Energia’s journey”.

1. Logo to Brand

2. We’re just an energy company...

5. • PR Lead
• Direct Sales
• Referrals
B2B Approach
30% plus market share in B2B sector

8. Domestic Market Entry approach

9. The Brief
Energia are the newest supplier of Gas and Electricity in the irish
domestic market. They are a smart, dynamic company promising
value to customers throughout Ireland.
BRAND
PROPOSITION:
Professional Budgeting.
When it comes to money, irish households are becoming more like
businesses. Managing the household budget is a serious task. Ins and
outs. Debits and credits.
It’s something every business has done for ages but homes are now
behaving the same way.
WHAT IS THE
KEY INSIGHT:
Positive and exciting. We need to arrest the attention of an audience
that are apathetic to energy prices in general.TONE OF VOICE:

10. Creative Breakthrough:
“You don’t have to act like a
business to save like one...”

12. PR Launch
• PR launched by Minister Thursday 30th January 2014
• Media Briefed
• Advertising Campaign and Website go live

14. Heavyweight TV
activity making sure
the brand appeared in
the most talked-about
shows on the most
appropriate channels
Strongest mixture of
national and local
programming to ensure
that daytime presence
is heavy when call
centre is open
High impact formats to
create standout and
talkability amongst
readers
Digital plan used
display, social and
performance media to
build an always-on
digital presence

15. • Introduce Energia to the consumer market, driving awareness &
ongoing engagement.
• Pat Kenny sponsorship – Move the dial
Social Media & Sponsorship

16. Tactical Approaches
Save Me Campaign

17. Save Me
• Campaign ran August – September 2014
• Biggest switcher in the market for those months
• Activated cross-channel – Radio, Social media, online, experiential

18. Launched February 2015

19. Establishing link between
advertising spend and sales
ATL Advertising investment has increased from circa €7.8m in 2013 to €15.4m in 2014.
Total switchers 2013 240k,
2014 300k

20. Some results...
Advertising Share of Voice 2014 – Average of 13%
Share of Gains – Total Market – Average of 20%

21. Thank you