Electric Ireland strategically leveraged its longstanding sponsorship of Pieta’s Darkness Into Light to tackle a critical business challenge: retaining customers and enhancing brand perception in a competitive energy market, where supplier switching was rife. With a new competitor aggressively entering the market, Electric Ireland chose to cut through with its core values and community support, rather than engaging in a price war.
The campaign aimed to; encourage fundraising for Pieta, strengthen Electric Ireland’s brand equity, and increase brand attribution to Darkness Into Light. Ambitious SMART targets were set; boosting positive brand perception to >50%, increasing the likelihood of brand consideration to 35%, and achieving 60% prompted awareness of the sponsorship.
A comprehensive, integrated, inter-agency campaign was executed across multiple channels, including a heavy-weight TV and VOD campaign, extensive radio coverage, strategic OOH advertising, and a robust digital presence. By partnering with top media outlets, utilising influencers and brand ambassadors to amplify the campaign message and dedicating a portion of budget to Irish language media to ensure compliance with the Official Languages Act, significant levels of reach were achieved.
The campaign connected deeply with communities, highlighting Electric Ireland’s commitment to social responsibility, and helping the brand cut through with their message. By focusing on the emotive and impactful Darkness Into Light sponsorship, Electric Ireland reinforced their brand’s image as caring and trustworthy. This approach not only helped to retain customers but also fostered a stronger, more positive relationship with their audience, driving brand loyalty and differentiation in a crowded market.

Thousands of people across Ireland show up to support Darkness Into Light, the annual fundraising event organised by Pieta and proudly supported by Electric Ireland. The event started in darkness at sunrise and continued through to dawn, symbolising the journey from the darkness of suicidal thoughts and self-harm into a brighter, more hopeful future. Pictured at the event in Phoenix Park particpants taking part. Donations can still be made online at www.darknessintolight.ie.
How to contact Pieta:
To avail of Pieta services, visit www.pieta.ie or call 0818 111 126. Pieta provides 24/7 support via the Freephone crisis helpline on 1800 247 247 or text HELP to 51444 (standard message rates apply).
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Mandatory Credit ©INPHO/Ryan Byrne