Big Gains on a Budget: How Utilita’s TV Debut Delivered +40% Awareness
The Brand
Utilita is a retail energy provider that primarily caters to homes seeking a ‘Pay as you go’ tariff.
The Challenge
Being an independent challenger brand, Utilita wanted to stand out from the crowd and do things differently to the mainstream energy brands.
To do so, Utilita wanted to venture into offline consumer advertising for the first time, using legendary Fast Show character, Dave Angel, as the brand spokesperson, within a TV commercial format.
The primary goal was to drive consumer awareness and position the brand as community spirited and approachable amongst C2DE socio-economic groups 25-54.
Strategy
Our research showed the target audience were avid linear TV and Broadcast VOD viewers. Their heavy viewing extended beyond peak hours, making the daytime segment an opportunity to maximise reach at a lower cost.
Target audience analysis identified that we could maximise viewer conversion if we focused our channel selection across both Sky and Channel 4. This mix was carefully blended to ensure we delivered a competitive TVR weight.
By including channels such as Dave and Gold, we were able to exploit the link between Dave Angel and re-runs of the Fast Show.
The target audience’s online usage was above average, and we saw this as an opportunity to adopt cost-effective programmatic VOD, to help minimise wastage and avail of lower CPM’s.
We applied granular targeting capabilities to help us minimise wastage and focus on those prospects who were more likely to be predisposed to the PAYG proposition.
Results
Unprompted Brand Awareness
Increased Prompted Awareness
Likelihood to Recommend Utilita
