BUILDING A NEW BRAND WORLD31st May 2016

CONTEXT

BRAND IDEA

2007 2008 2009 2012 2014 2015

Single Electricity Market (SEM) comes

into effect/deregulation

THE BRAND IDEA

OUR VALUES

SIMPLICITY UNDERSTANDING INTEGRITY

BRAND IDEA

THE HELPFUL ENERGY COMPANY

BRAND POSITIONING

ENERGY MARKET MAPEMOTIONAL

DUAL FUEL SUPPLIER

CONSUMER COMPANY

RATIONAL

DUAL FUEL SUPPLIER

PRE-PAY ELECTRICITY

PRE-PAY ELECTRICITY

GAS

HOME HEATING

GAS

DUAL FUEL SUPPLIER

BRINGING THE IDEA ALIVE

ALL CHANGE

BRINGING THE BRAND ALIVE INTERNALLY

MANAGEMENT VOX-POP HERE

A BRAND WORLD

MAEVE AND DAVE

YOURE NOT THINKING ABOUT ENERGY

COMMUNICATING THE IDEA

COMMUNICATING THE IDEA

WITH SO MUCH ON YOUR MIND YOU DONT HAVE MUCH

HeadspaceFOR YOUR ENERGY COMPANY

COMMUNICATING THE IDEA

YOURE HARDLY EVER THINKING ABOUT US BUT WERE ALWAYS THINKING ABOUT YOU

COMMUNICATING THE IDEA

SO WE CAN MAKE THOSE FEW SHORT MOMENTS THE BEST THEY CAN BE

BRAND WORLDS

FIRST THOUGHTS

THE BORD GAS BRAND WORLD

FOCUS GROUP TESTING

FOCUS GROUP TESTING

SOME ACHIEVEMENTS

ACHIEVEMENTS TO DATE

Significantly overachieved on business targets for gas and electricity, both acquisition and retention

Net positive for the first time in five years

Justified additional marketing investment with commercial performance

Reversed the trend of declining customer numbers

New agency partnership up and running

An Post Smart Marketing Grand Prix