The premise of the brand is that, as a customer, you actually work with Primagaz. As a team, you achieve more: Primagaz supplies you with the much-needed energy and you get the most out of it.
This overarching concept directly strengthened the brand equity of the brand and allowed us to work out different campaigns with various promotions – all while boosting attribution to the brand at the same time. How did we manage it, in terms of copywriting?
'We provide hot water, but the bubbles… you have to make them yourself'
'We keep your gas fire burning, but for sparks... you have to put in the work yourself'
'We heat your barbecue, but blowing... you still have to do that yourself'
And then, suddenly, 2022 was upon us. It proved to be the year of the great energy crisis and perhaps the time to put extra effort into the financial benefits of opting for propane gas. Energy that was previously seen as a commodity suddenly became a 'high involvement' product (due to scarcity and high prices). The world seemed to be turned upside down for a moment. That’s why we had to move quickly.
In 2022, we therefore explicitly tuned the existing overarching concept to this current market situation and reworked the campaign into the following campaign:
Even as reality turned 180° in a short time, the concept held its own! This illustrates the power and benefits of the strength of our umbrella concept.