Union Gas | Paperless Billing

Problem: The target segments are very different from one another, how do we deliver a consistent message about paperless billing that benefits everyone?

Solution: Laser focus on the one benefit that each segment aligns with, less time spent focusing on finances and bills is more time spend doing the things you enjoy/cherish.

This is the kind of brief I love working on, with research and authentic insights into each target segment. We we’re able to selectively target the top three primary audiences within the Union Gas franchise area. This was done by knowing what specific areas they lived in, the demographics, and most importantly, the things that stood out to them as benefits to participating. This research tee’d the creatives up to execute a campaign that felt extremely personal. And that proved to be extremely effective. Continuing this campaign from 2018 to be the leading voice throughout 2019. If you’d like to know more about the specific target breakdowns, please reach out. I tried to keep things clean and concise below.

*The target segments are named by the research team at Environics.
https://www.environicsanalytics.com/en-ca/