Shell Energy Launches Georgia Campaign | Adweek
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Shell Energy Launches Georgia Campaign

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ATLANTA Shell Energy has introduced its first major advertising campaign since entering the deregulated natural gas market in Georgia, the company said.

The work includes four 30-second television spots that are airing on broadcast network affiliates and cable stations in Georgia, radio spots throughout the state and billboards in the metro Atlanta area. Independent Marion Montgomery in Houston created and produced the campaign.

The campaign features testimonials from real Shell Energy customers in Georgia who sent letters or e-mails to the company complimenting its service. The firm convinced two of the customers to appear in the ads. The other two spots use actors because one of the customers could not be located and the other did not want to be filmed. XL Films of Houston shot the ads in and around Atlanta.

"When we saw the positive comments we were receiving from our customers, we realized that an effective way to tell the Shell Energy story was to let these real people do the talking," said Jerry Winter, vice president of sales and marketing for Houston-based Shell Energy.

The two people appearing the TV ads are Brenda Bell, an elementary school teacher in Jonesboro, Ga., and Danny Dunson, a business owner in Griffin, Ga.

Shell did not disclose the amount it is spending on the campaign.