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1/27/2014 Partnerships

Calor Ireland launches Making Things Possible advertising campaign

Significant investment of over €1 million committed to 12-month mass media campaign

Monday, 27th January 2014: Calor, Ireland’s leading supplier of LPG has launched its new ‘Making Things Possible’ campaign, with an all-island mass media programme for 2014.

Calor is committing significant media investment of over €1 million to support the year-long campaign. Following the company’s business strategy, the new campaign is a natural next step from the ‘Now You Can’ campaign, which championed the domestic sector and presented Calor as a real choice and a viable off the grid alternative for homeowners. The new campaign has been developed to specifically target the business sector across rural Ireland, positioning Calor as an energy provider connecting businesses and communities across rural Ireland. Commenting, Paula Kelly, Marketing Manager, Calor said: “Calor have a longstanding record of understanding the needs of and working with the business sector across the island. Though, our targeted research has shown that they are aware of the brand but not the processes and solutions we can offer them. So, our next step was to communicate these benefits directly to these business owners”.

The campaign uses the quintessentially Irish theme of the salmon which projects energy and knowledge, whilst ‘making things possible’, travelling the river network of the country, as a metaphor for the all-island Calor network, connecting customers and providing services wherever you live or your business is located. The 2014 campaign includes a very distinctive domestic element, which will use similar themes of connecting and reaching homeowners, ‘no matter where they live’. Market research, commissioned in 2013, to measure the success and appeal of Calor’s advertising was very positive.

The tailored domestic 20 second TV advert will once again see Calor’s much loved driver, Eddie, still on the road delivering gas to an over-ground tank at a rural household. The domestic campaign will be supported by a number of promotional campaigns, including:

  • 12 month price freeze: Customers get 1,000 litres of gas free on switching to Calor;
  • plus a 12 month price freeze promise when they switch.

The new TV commercial was filmed entirely in Ireland, with the stunning salmon run elements filmed by award winning natural history film and documentary maker, Cian de Buitléar. The campaign includes new 20 and 40 second TV spots, 30 second radio spots, press, outdoor and digital.

Paula Kelly, Marketing Manager, Calor said: “With the newly developed ‘Making Things Possible’ campaign we are positioning Calor as a big player in the energy solutions sector and as a go to option for our customers across Ireland, and a brand who are flexible and understand the ever changing needs of businesses in Ireland.

Through this campaign we want to highlight to customers that there is real choice available in the market, allowing them to establish and maintain their businesses in a rural location, with Calor delivering their energy requirements. In today’s competitive energy market there is a real demand for an efficient, cost-effective gas supplier for homeowners and businesses across the island. ” The campaign goes live on 27th January and will continue throughout the year.