APA Group wins ‘Business to Business’ category of Australian Marketing Institute Awards (QLD) for it’s ‘Natural Gas Man’ campaign                
 

Towards the end of 2008, the Qld Market Development team, then a part of the Qld Commercial team and led by Rod Johannessen, embarked on an initiative aimed at promoting the APA Group brand.

The intention was to create increased APA Group website traffic from large scale developers and other key industry stakeholders – building brand awareness and opening a channel for us to promote natural gas and communicate the environmental benefits of the fuel
 
With the aid of advertising agency Make Communications, we developed a combined web based and direct mail campaign which was designed to engage a range of market audiences. The campaign was dubbed ‘Natural Gas Man’. 

A personalised web URL was sent out to selected people within the target markets, inviting them to view a website that we created to promote natural gas and APA Group. We expected a 10% website visitation from our target audience, but the campaign delivered a 319% response rate. The overachievement was explained by our selected audience then sending on the details of the campaign, to their own contacts – an interesting outcome.

The result far exceeded our expectations and as such, the campaign was considered extremely successful.

Given the uniqueness and success of the campaign, Make Communications entered ‘Natural Gas Man’ in the Qld chapter of the Australian Marketing Institute Awards. Thus it was last Friday, that APA Group was declared winner of the ‘Business to Business’ category of the Awards.

Congratulations particularly go to Erin Morris of the team, who was instrumental in working with the agency to create an extremely successful campaign.
 

You can view the campaign and listen to the song through this link -

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