How can we help people better understand and appreciate a resource they use every day but often take for granted?
Hahn Public has been a long-time partner in helping Oklahoma Natural Gas and Texas Gas Service run successful programs that provide rebates to their customers when they purchase energy efficient natural gas appliances. As the programs continued to grow, both companies wanted to create a fresh new campaign that highlighted how natural gas makes life better and reminded customers about the rebates.
Start With Customers
Before developing concepts for the campaign, we interviewed our target audience to find out what was important to them in their day-to-day lives at home. Their simple answer surprised us. It was time.
It feels like we never have enough time in the day and time with those we love is more and more in short supply. It’s easy to understand how natural gas appliances save families money. But they can also save time by cooking, heating and drying faster and more efficiently – which helps people better enjoy life’s little moments and rituals with loved ones. Dinnertime, bathtime, bedtime and more can all be made just a little bit better with natural gas.
The campaign theme, “Time Better Spent,” was born and we developed a concept ad showcasing three different families enjoying dinnertime at their homes.
We tested the concept in 12 focus groups with employees and customers in five markets across Oklahoma and Texas. The focus group audiences found the campaign informative about natural gas, influential about home energy choices and effective at reaching people. One participant summed it up by saying the concept “easily spelled out why natural gas benefits you.”
The final “Time Better Spent” campaign includes a full suite of TV, radio, print, digital, social and search advertising, and could grow to include web videos and collateral pieces for customers, homebuilders and appliance retailers. It provides both companies with long-lasting materials that will help them communicate with customers in a variety of different mediums.
Past campaigns Hahn Public has created for Oklahoma Natural Gas and Texas Gas Service have helped the companies increase rebate participation and educate customers about the benefits of natural gas. They have also won awards ranging from Addys to Silver Spurs.