The Brand Agency has released a new brand campaign for Kleenheat. The strategy is grounded in a brutally honest truth that people rarely think about their gas provider, until they need to. All the thinking Kleenheat puts into meeting your energy needs means you can get on with letting your life flow.
In an increasingly crowded natural gas market Kleenheat wanted to separate themselves from the retail pack by bringing their brand personality to life in a creative and engaging way.
In a brave move, the campaign was introduced into market with a teaser phase that didn’t include the Kleenheat logo. The people of Perth were asked a simple question “Are you thinking about gas?”. This ran over OOH, radio and digital.
After three weeks, it was followed with the brand launch through TV, online video, radio, OOH, digital and social, taking advantage of media environments to create bespoke assets to really connect to the audience.
Carolyn Mooney, Business Director at The Brand Agency, said: “A fresh outlook coming into 2021 provided the perfect opportunity to assess Kleenheat’s position in market and elevate the brand. Thinking about gas moments are few and far between, but when they happen, they are powerful brand opportunities. Kleenheat’s fun yet down to earth brand personality has enabled us to leverage the category truth in a unique way. Thanks to Kleenheat for believing in the creative idea and creating something truly wonderful.”
Creative Director of The Brand Agency, Dean Hunt, said: “This campaign is great example of our new methodology in practice. A consistent message that twists and turns depending on the medium – matching luggage with delightfully different-shaped bags. When you can launch a campaign with logo-less creative, you know you’re onto a good thing. Dave and Marty’s idea leans into Kleenheat’s honesty pillar by recognising that most of us don’t spend much time thinking about gas. We’ve had a lot of fun with this campaign and have used data and dynamic media to engage with our audience on a whole new level. Big thanks to our trusted friends at Kleenheat, everyone involved at The Brand Agency, and production partners Sandbox and Cue Sound. Are you thinking about gas? When you do, think Kleenheat.”
Debra Packer, Campaign Marketing Manager, Kleenheat, said: “We understand that people don’t have a day-to-day relationship with their gas company, but when you need us, we are always there thinking about gas for you. With this campaign we took a slice of life approach to connect to our audience, albeit elevated to really drive home the comedy in the situations. Thanks to all involved in bringing this idea to life.”
Marketing Manager: Sasha Anderson
Campaign Marketing Manager: Debra Packer
Creative Director: Dean Hunt
Senior Art Director: Neil Martin
Senior Copywriters: Dave Wilson, Chris Swift
Strategy: Emily Coleman
Business Director: Carolyn Mooney
Account Director: Darcy White, Grace Oei
Senior Account Manager: Reyne Thomson
Head of Media and Analytics: Angela Naaykens
Media Planner/Buyer: Tom Trefry
Producer (King Street): Caitlin Jacobs
Production Company: Sandbox
Director: Richard Vilensky
Executive Producer: Jenny Crabb
Producer: Maria Elena Amatulli
Production Manager: Dumi Mashinini
DOP: Mick McDermott
Offline Editor: Denzil Heerger
Online/Grade: Jaemie Manners
Sound: Cue Sound
Engineer: Nick Gallagher
Music composition: Mike Fragomeni