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Media Strategy

Bord Gáis Energy launched the "Think Beyond" app for the iPhone in August 2010. It was the first of its kind in Ireland from an energy utility and was the first step in their committment to develop smart technologies. The application allows customers to have greater control of their energy accounts via mobile devices. It was crucial the media selection reflected innovation & peformed a level of call-to-action for direct users to download the app.

Broad reach online homepage takeovers were used to create a buzz on the launch day followed by a strong presence on property, news sites & price comparison sites.  Mobile advertising was key due to its relevancy and to drive downloads. An outdoor interactive shopfront on Dublin's Grafton St allowed pedestrians to interact with two giant size digital interactive phones. The user could browse through the app and a data capture element was included.  Press and outdoor provided the instant coverage required on a national basis.

Creative Execution

Get in touch with your bill. QR codes were incorporated into all communications to facilitate ease of download and is further evidence of BGE's committment to providing innovative solutions.

Target Audience

Natural gas house dwellers who are in control of the household budget.

Effectiveness

The number of downloads exceeded all expectations and research has shown people are returning to the app after download. Within days of the launch, the app was ranked no. 1 in the iTunes top free iPhone Utilities apps, no. 1 in iTunes top free iPhone New and Noteworthy apps and no. 7 in the iTunes top free iPhone charts.