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firmus energy first in Northern Ireland to pilot innovative weather trigger campaign

Local natural gas supplier firmus energy became the first local company to employ dynamic weather-related messaging in Northern Ireland. The campaign, which was rolled out throughout the company’s Ten Towns Network reacts to real-time weather data, activating when the temperature hits 9°C.

The creative digital adshels, which were located throughout the Ten Towns Network area for a trial period of two weeks displayed a range of key creative images which reacted to live weather conditions. To add to the approach, firmus energy localised the campaign further by using local colloquiums to refer to the weather.

Pamela Beatty, Marketing Manager, at firmus energy, said:

“Weather is probably one of our most common conversation starters and throughout NI we all have local words and phrases to describe it – particularly when it’s cold. We wanted to use this dynamic advertising tool to communicate natural gas messages to customers while localising it to start conversations and make a real impact.

“With so many ads competing for people's attention, traditional advertising methods that assume one-size-fits-all audiences don't necessarily draw people in. This pilot was an opportunity for us to measure what impact this type of advertising can have.”

The campaign was delivered locally by Northern Ireland’s leading location based marketing agency, PML NI in conjunction with Liveposter, and advertising agency ASG & Partners.

Robert Lyle, Head of Media at ASG & Partners said:

“Increasing relevance for firmus energy was key in this campaign. Speaking to the customer while they’re out in all-weather delivers a reinforcing message that firmus energy natural gas is available in the area, and it’s the perfect local home heating solution for people with busy lives. People are more likely to notice messages that talk about their local area.”


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