The search for purpose, research and changing consumer values led us to further differentiate a natural gas provider through telling their story of giving back.
Despite 12 years of consecutive growth, Gas South faced the challenge of being in a largely price-driven category. Natural gas was viewed simply as a commodity. The brand was finding it difficult to break out of the lowest-rate, bill credits war and wanted to stand for something more with consumers.
A research study and shifting consumer values indicated that Gas South’s “do the right thing” corporate culture could be a powerful differentiator. With programs including rate guarantees, bill assistance and helping children in need, Gas South is a company that people feel good doing business with. Blue Sky developed the “Difference is Good” campaign to tell this bigger story with the right balance of sentiment and believability. Traditional, digital and social channels were used to deliver the message and integrations with radio personalities and charitable organizations helped Gas South do and not just tell. The campaign delivered record subscribers and put Gas South within striking distance of the market leader despite consistently being outspent. It also drove historic brand awareness levels and positive perceptions, with people saying they felt good about doing business with Gas South. And we won a few awards for our shelf!