Development and implementation of the integrated marketing communication concept "Natural gas as fuel"

• Client
  Erdgas Ostschweiz AG
• Project
  Natural Gas as fuel (CNG)
• Objective
  

  Development of a market-communication strategy for natural gas as fuel and emotionalisation of the brand as well as to enhance sales of CNG-driven cars.
  Target groups: general public, car-fleet owner, automobile trade and potential car buyers.

• Analysis
  

  Inquiry of the core target groups «automobile trade» and “car-fleet owner” (individual interviews, expert talks and desk research).
  Conclusion: The topics “low priced” and “clean” should be communicated actively and credibly.

• Concept
  Parallel communication strategy via general public and automobile trade (bottom-up and top-down).
• Implementation
  
  • First price comparison study in Europe together with the “Zurich University of Applied Sciences (ZhaW)”.
  • Sponsorships of the University of Zurich, Prof Dr. Wilfried Haeberli, and meteorologist Jörg Kachelmann.
  • Active PR: Study results, content of the partnership, data of credible partners (ZHaW, Swiss federal laboratories for Materials Testing and Research (EMPA)), etc.
  • Media co-operations with mass media within the scope of events and exhibitions.
  • Direct mailings including sweepstakes to fleet owners.
  • Periodic newsletter for the specialised public.
  • Target group specific events within the framework of the special exhibition “innovative mobility” at the “Zurich Car Show”.
  • Sales-team-training for car dealers, including a sales competition.
  • Race Night for car dealers with natural gas go-carts.
  • Sponsorship of the “Schweizer Alpen-Club (SAC)” and Meteomedia.
  • Community marketing in collaboration with the SAC.
  • Sponsorship of climat-related research at the University of Zurich.
• Results sorted by performance indicators (PI)
  PI turnover / market share:
  • Natural gas car sales: Annual growth of 100% (2004-2008).
  • Increase of natural gas sales in the region of “Erdgas Ostschweiz AG”.
  • Market research documented elevated willingness to buy natural gas cars.

  PI brand awareness and brand sympathy:

  • Strengthening of the image dimensions “low priced” and “clean” of natural gas as a fuel.
  • Creation of awareness and credibility for CNG’s potential contribution in lowering CO2-emissions.

 

PI cost efficiency: ratio advertising value vs. invested funds: 11/1.

PI employees: Employee satisfaction rises due to a positive perception in the market.

PI stock price: Erdgas Ostschweiz AG is not listed.

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