Kilgannon McReynolds, SCG ‘Want You’

ATLANTA Kilgannon McReynolds launched a new advertising campaign today for Southern Company Gas, the shop said.

Three 60-second spots began airing Wednesday on radio stations in and around Atlanta, and billboard ads are being installed throughout the metro area. The independent Atlanta shop created 12 outdoor messages for the campaign. “We Want You” is the theme in all of the work.

This is the first comprehensive campaign for SCG since the Atlanta-based company began selling natural gas in Georgia in 2002. The firm is a division of Southern Company, a publicly traded company that sells electricity to more than 4 million people in four states.

Kilgannon McReynolds won the SCG account late last year without a review. The shop also provides advertising for SouthernLinc, the company’s wireless subsidiary.

The campaign is designed to introduce consumers to the company’s gas service. The work will run through the end of the summer when new creative will be introduced to encourage people to choose SCG as their natural gas provider, said Chris Schlegel, creative director at Kilgannon McReynolds.

“It was our goal to connect with customers, not just as a company selling product, but in a human, easygoing, friendly way,” Schlegel said.

Billings on the account were not disclosed.