Natural gas has increasingly encountered image problems in the last few years. At the request of the ÖVGW (the Austrian Association for Gas and Water), we developed a campaign going over several years, to position natural gas as a trendsetting energy source, especially with decision-makers and multipliers. But it wasn’t easy: the budget was comparatively small and there was no defined originator for the campaign.
The “Initiative Gas” (gas initiative) was the idea that we developed and expanded in close cooperation with the client.
“Der Schlüssel in die grüne Zukunft” (The key to the green future) – this is how we defined the brand essence and determined the main statements that furnish evidence for this positioning. All the campaign content is derived from this model.
Branding and Campaign Design
“Initiative Gas” is not just the campaign title, but also the originator. The slogan “Wir geben der Zukunft eine Zukunft” (We give the future a future) supports the brand values and assertively describes the significance of gas in the future of energy. We make a point of talking about “gas” and not “natural gas” to include renewable forms of gas such as biogas and synthetic gas.
The cheerful, young design casts a positive light on the energy source gas and conveys environment- friendliness and modernity. The central logo element is the “Erdgasblatt” (natural gas leaf), which has already been introduced in Germany and Switzerland.
Numerous Applications and Media Channels
Due to the tight budgetary situation and the clearly defined target audience of decision-makers and multipliers in politics and the media, the campaign uses various efficient communication channels:
A website as central information platform with all the hard facts that furnish evidence for the campaign’s claims
Web videos with “Science Buster” Werner Gruber (the Austrian physicist) who explains the connections clearly and wittily
An e-mail newsletter with news on the core topics
High quality direct mail combined with sweepstakes adapted to the target audience
Professional events and participation in trade shows
A print brochure that makes the complex subject matter clear
Press relations in cooperation with the client’s PR agency
Website mit Animation Video
The website www.initiative-gas.at offers information on several levels: Diverting contents convey the essential, on the detailed level the depth of information increases and provides facts and arguments on the importance of the energy source gas for the future of energy. A short animation video summarizes the core statements in two minutes.
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Austria’s best-known physicist and member of the comedy group “Science Busters”, Werner Gruber, explains in his inimitably funny way topics like biogas, Power2Gas, natural gas cars etc. The videos are seeded in social media, to use their viral force and are presented on the website www.initiative-gas.at.
Consistent Understanding and Communication on the Client Side
About 60 companies of the Austrian gas sector are affiliated with the ÖVGW and the FGW. The “Initiative Gas” today serves as the guideline for their communication activities on the topic of gas. This unprecedented consistency of the message provides for more credibility and greater impact.
Qualified Contact with Members of the Target Audience
According to ÖVGW, the image of gas in the target audience has improved noticeably.