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Scana Energy last week released its first image campaign in three years.
Created by Wray Ward Laseter of Charlotte, N.C., the “We know” television, print and direct-mail effort targets Atlanta and rural Georgia.
Two 30-second mono-chrome TV spots take a humorous approach to breaking through the confusion consumers face when selecting a natural gas provider. The Columbia, S.C.-based utility is taking on Georgia Natural Gas and a host of smaller rivals that have entered the market since the 1997 Natural Gas Competition and Deregulation Act.
“One problem with making a positive connection,” said WWL president and chief creative officer Jennifer Appleby, “is that this is a low-interest category.
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