Electric Ireland, although recognised as Ireland’s leading energy provider, was losing the public’s trust. Global events resulted in rising energy prices, which became a key concern for customers amid a challenging cost-of-living crisis.
Acknowledging that sponsorship plays a crucial role in building trust amongst consumers, Electric Ireland decided to readdress how it promoted its longest running and best performing sponsorship. The aim was to further capitalise on the sponsorship’s positive brand impact, to steer the focus away from pricing concerns and to generate more funds for an incredibly worthy cause.
Electric Ireland has sponsored Darkness Into Light since 2013, working with Pieta, Ireland’s leading suicide-prevention charity to implement an effective island of Ireland campaign, bringing hope to communities across Ireland, that have been affected by suicide. The event raises millions of euro in funding every year, allowing Pieta to continue to deliver their free of charge, lifesaving services.
This year, an elevated, multi-channel campaign was developed, to drive awareness and encourage event sign-ups, while promoting a positive association with the Electric Ireland brand.
