Problem

When it comes to finding a natural gas supplier, most people think all providers are the same and choose the offer with the lowest rate. But there’s much more to this decision than price. Rather than highlighting low introductory rates and promotional offers that expire without notice, Walton focuses on delivering reliable, dedicated, and friendly customer service. And they invest in their local community because it’s the right thing to do.

But how do you educate the audience on their buying decision, persuade them to look beyond the rate, and convince them that Walton Gas is a better overall value?

Solution

Customers need to understand that they need a gas provider they can trust, and that means putting their customer service at the center of the campaign. To highlight the character of the customer service at Walton Gas, we decided to give a face, voice, and personality to a product that customers never actually see. We built out a story framework to help uncover their brand narrative, then translated the message into an actual character who would embody the values and virtues of Walton Gas.

And he became the centerpiece of an integrated campaign that helped tell the story of Walton Gas in an entertaining and engaging way. We created a complete backstory that helped us understand how he would behave in any situation, then placed him in situations where his passion for natural gas and quirky, lovable personality could shine. Every ad, post, and print piece were integrated and designed to reinforce the core message.