NW Natural
Being a public utility, a lot of the work NW Natural needed consisted of safety awareness and customer acquisition and retention. There was a lot of email, direct mail and digital advertising. But every so often, we were able to sell in an approach that was a little bigger or different than what they traditionally used. Like this awareness pairing for gas leak safety. Too bad there wasn’t budget for the Easter tie-in.
As I mentioned above, acquisition campaigns were a big part of the relationship. When acquisition flattened, we took a new approach, moving away from their traditional format and incorporating a contemporary illustrated approach that was supported with a broadcast and digital video buy. The new look and tone got that needle moving again.
