Gas South The Difference Is Good
Challenge: Despite 12 years of consecutive growth, Gas South faced the challenge of being in the price-driven, commoditized natural gas category. 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.
Blue Sky Thinking: A research study and shifting consumer values indicated that Gas South’s “do the right thing” corporate culture could be a powerful differentiator. Their rate guarantees, bill assistance and efforts to help children were genuine and allowed us to develop the “Difference is Good” campaign to tell this bigger story with 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.