Bord Gais Energy did something interesting last night

They talked to bloggers. They told us of their new consumer electricity offering ahead of the press conference about it which is one right now. They asked us for opinions and answered every question. Genuine consumers got genuine answers in a nice relaxed atmosphere. They’re now in the electricity market with a guaranteed 10% cheaper than the ESB offering.

This is the ad which will be seen on TV soon enough.

I was seriously impressed with the transparency from a company of their size. Others will fill you in on the consumer issues they addressed.

16 Responses to “Bord Gais Energy did something interesting last night”

  1. Donnchadh says:

    Interesting. Good on them.

    Did they ask you to respect the media embargo? i.e. were there rules?

    I wonder how traditional media will view this?

  2. Mark says:

    Hmmm, I’ve seen their teaser billboard and I actually thought it was for o2. The colouring and style were very similiar

  3. What exactly did they want from the bloggers?

  4. Aidan says:

    About time something became cheaper.

  5. This is refreshing, but I suspect the start of an increasing trend, where more big brands reach out to online communities. Why keep a traditional media campaign under wraps until the press announcement. There has been a good lot of buzz about this move, which can only be a good thing.

  6. Des says:

    They also developed a good, clean, clear, fast site which was very easy to use.

  7. […] the consumer side of the equation (as well as the street teams planned).  Peter D, AdIreland and Damien Mulley all blogged about this new-found […]

  8. says:

    @ Mark: I also thought of O2 when I saw the blue colour scheme.

    Perhaps O2 now “own” blue just like Coca-Cola “own” red in the minds of the populace.

  9. TUG says:

    I have to say this sounds like the exact opposite of interesting but whatever floats your boat Damo!!!

  10. Eoin says:

    @ Donnchadh: big stretch and a long yawn.

  11. Martina says:

    Great ad. Great tune too. Halfset to win the Choice Prize!!!

  12. Spideog says:

    An interesting departure for a semi-state to go into direct competion with another. (Another being the good folk at ESB who’ve recently decided to give themselves a healthly payrise).
    Also Airtricity are offering a very similar offer with the advantge of the electricity being generated from renewables.

  13. Teknovis says:

    I guess that this fresh approach to marketing is in line with the company’s offering! It is about time we got some competition in the domestic energy supply market!

  14. […] Course, the Fianna Fáil and Green Party conferences, the Bord Gais launch and other events are starting to show that bloggers will come along if you provide them with […]

  15. Baz says:

    Right, the gas board at the moment is overcharging as it is. It’s good to see competition. But I’ll bet that they are entering and trying to take a share of the market a bit to early since they don’t even have the substructure to realise their aims of grabbing some money by a prestrike ad campaign over the actual realisation of implementation of this so called structure which they don’t have in place.

    Once enough customers have joined they will up the price anyway so despite Damien Mulleys ego stroking attempt… the consumer will suffer due to general ignorence as usual.

  16. […] ideas in their marketing communications. To announce their foray into the electricity market in 2009 they spoke to bloggers ahead of the mainstream media to get their take on it all. That was incredibly well received. […]