BOSTON-AllEnergy Marketing touts savings and common sense in its debut ad campaign breaking this week and targeting potential corporate customers in Massachusetts and Rhode Island.
Fashioned by Gearon Hoffman in Boston, the effort employs the tagline, “Gas. Electricity. And common sense.”
The Waltham, Mass., utility company is attempting to establish a brand identity and position itself as a supplier of low-cost natural gas to potential corporate customers in light of ongoing deregulation in the utilities industry nationwide, said agency president Bob Hoffman. “We’re introducing them as an alternative supplier of natural gas in the marketplace,” he said.
In Massachusetts, Rhode Island and other New England states, the sale of natural gas to industry has already been deregulated. AllEnergy’s initial marketing foray, therefore, is being made in those states, Hoffman said. As consumer gas and electric power follow suit-probably by the middle of next year-AllEnergy’s advertising will evolve accordingly, Hoffman added.
One print ad features a line of tumbling dominos and the headline, “Stabilize the cost of natural gas? What’s next, guaranteed savings on natural gas?” A mailroom employee struggling to deliver a gigantic gas bill is the star of a 30-second TV spot that promises companies they will “save at least 15 percent on natural gas, guaranteed.”
The media buy is believed to cost more than $1 million. It includes heavy spot buys on network affiliate and cable TV programs, Hoffman said. Print ads will appear in The Boston Globe and the Boston Herald. Radio ads are currently in production. The campaign will run through November, he added.
The effort was the first overseen at Gearon Hoffman by Sharon Krinsky, the senior vice president and creative director who joined the shop this summer. She wrote the print campaign, teaming with art director Scott Burns. Marc Simon penned the TV spots, working with art director Lisa Linneman-Courtney.
The AllEnergy assignment was said to bill $3-4 million when Gearon Hoffman won the business following a review this spring.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity