The Gate creates fresh campaign for energy firm Airtricity
Author:
Zoe
Martin
Posted:
2009-07-13
Following a competitive pitch, The Gate in Edinburgh have created a new above-the-line advertising campaign for energy firm, Airtricity.
Looking to expand their customer base, Airtricity tasked The Gate with producing a creative campaign that persuaded consumers to ‘make the better switch’ in a way that was both engaging and effective. As well as this, part of the challenge was to ensure that this campaign could grow and develop over the next 3 to 4 years.
The Gate’s solution was to create an ‘Airtricity Family’ (Mam, Dad, Orla, Conor, Kitty and Sparky) who could deliver the message ’switching is child’s play’. The idea was to play on the kids’ misunderstanding of their parents’ money-saving expressions.
The animated campaign launched on Monday 6th July – on TV, Radio, Outdoor, Online as well as Ambient. This is the first time Airtricity have advertised on TV to the domestic market.
Jackie Duggan from Airtricity said “We are absolutely delighted with all the work The Gate have done. The new campaign has been really well received by all the staff. There’s a real buzz and excitement about it.”
Zoë Martin and Kirsten Murray from The Gate, who created the campaign, said: “A breath of fresh air by name and by nature, Airtricity’s enthusiasm, creativity and sense of fun made this campaign a complete pleasure to work on. We’re very much looking forward to developing the next phase of the campaign.”
About the author
Zoë Martin is the Senior Copywriter for The Gate in Edinburgh. She joined The Gate in 2004, having previously worked for Channel 4 and in Los Angeles.