Calor Gas uses Sky's AdSmart to target homes off the mains grid with 'One Day' integrated campaign
Calor Gas is positioning itself as a modern, and better, alternative to oil in integrated campaign ‘One Day’ created by DLKW Lowe.
Running across TV, radio, digital and print, One Day targets the three million UK homes off the mains grid, as the majority of which use oil from large tanks as their central heating fuel.
“This new TV campaign kick starts a new era for the Calor brand - bringing to life our forward-thinking home energy proposition to rural Britain,” explained Andrew Brotherton, head of marketing at Calor Gas.
In the advert children describe the problems they have with their current energy supplier before revealing how those problems could be solved by switching to Calor.
To pinpoint off the grid postcodes Calor is to utilise Sky’s new AdSmart service, ensuring that the majority of oil fuel users see the commercials.
Walker Media handled planning and buying for the campaign which uses a localised blend of offline channels targeted via mosaic groups in order to build path-to-purchase consideration. Postcode directed digital display and paid search advertising together with relevancy filters are also to be used to harvest interest.
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