IAS create 'Business-Minded Bill' to enhance Total Gas & Power's SME offering

In a bid to take its SME offering to the next level energy supplier, Total Gas & Power has partnered with integrated B2B marketing specialist, IAS to create integrated campaign, ‘Business-Minded Bill’.

IAS worked with Total Gas & Power to help re-think its SME communications strategy and steered the supplier towards the development of an integrated creative and contact strategy covering PR and digital communications.

Sarah Povey, marketing manager at Total Gas & Power, commented: “With SMEs having a strong cynicism toward gas and power suppliers, often believing that there are no significant benefits to be gained by switching supplier, we knew that our target audience would need some strong convincing.

"We wanted to challenge this belief and show that as a business-only supplier, there is another way. While still in its early days, the creative work has undoubtedly provided the cut through we needed in the SME market and we look forward to continuing our working relationship with the IAS team”

The lead character of the campaign ‘Business-Minded Bill’ aims to engage with SMEs and challenge the audience to switch their thinking. IAS also created three other characters – Big Bill, Shifty Bill and Lazy Bill – to represent the opposite of Total Gas & Power by showcasing what is wrong with the energy market.

Creative director at IAS, Reuben Webb, added: “By playing the Bills off against each other, the Business-Minded Bill concept visually establishes a clear point of difference, positioning Total Gas & Power as the supplier that thinks differently and stands out from the crowd.”

Managing director at IAS, Rob Morrice, continued: “To add Total Gas & Power to our already illustrious list of industry leading clients is yet another massive coup for the agency. It’s fantastic to see a key industry player like Total Gas & Power stepping up and taking its SME offering to the next level by investing in solid B2B communications.”