Propaganda to Power Up CNG
Just under 12 months since we were engaged on a new Discovery for Harrogate based supplier of natural gas, CNG, this week marks their brand launch. And it’s fair to say it packs a punch.
Following our 12-week consultative process, our planners hit on a powerful theme – the realisation that energy customers, particularly CNG’s SME target market, felt a complete lack of control. However, in an industry that was seen as price-driven and customer-service light, CNG were carving a different path. They’d become known by their customers for service excellence and doing the right thing. But the wider market wasn’t aware of this, and that’s where we stepped in.
We hit on the idea of giving customers more than energy, we wanted to give them power too. The power of control over their service and experience by getting things right first time around. And it wasn’t just an end-user audience we needed to address. We had to tailor our message to CNG’s broker partners, bringing them along on the journey with us. Added to that, the business is also the largest independent shipper of gas in the UK, with more than 30 supply partners and more than 800,000 end-users. Making sure we gave them power was a priority too.
Over the past year we’ve been putting in place the changes required to help CNG achieve its ambitions and develop into new areas. This has included a completely new strategy and direction, bold new CVI (including website), advertising, partner collateral, corporate communications programme to raise their head above the parapet, community engagement planning and media engagement.
Under the bold new concept of Power Up, CNG now has the assets in place to grow its reputation and penetration of the market, which includes expansion of several divisions and a move into electricity in 2017.
But this is just the start. CNG has always done things a little differently, so our creative and strategic approach has allowed them to put in place the base to achieve its medium and long term goals. And we’ll be there alongside them, every step of the way.