In a deregulated market — like the natural gas market in Georgia — even a proven, local leader must break through and grab consumer attention, especially in the face of intense competition.
WHAT TAILFIN DID
We uncovered and embraced a basic truth about natural gas, and in doing so, introduced GNG’s new brand campaign: It’s That Simple. Instead of inventing marketing gimmicks, we suggested we should keep things simple, giving customers a brand choice that helps them get the natural gas service they need quickly and easily, so they can get on with their busy lives.
SERVICES
Brand Identity
Brand Positioning
Competitive Reviews
Creative Strategy
Campaign Concepting
Creative Execution
TV
Display
Print
Social
OOH
Stadium LEDs
Direct Mail
Brand Identity
Brand Positioning
Competitive Reviews
Creative Strategy
Campaign Concepting
Creative Execution
TV
Display
Print
Social
OOH
Stadium LEDs
Direct Mail
First, we gave the brand a simple facelift.
We started by optimizing the 150-year-old GNG flame logo for a modern, digital world — cleaning up its angles and lines, re-energizing the color palette, and updating the logo font for a fresh yet familiar look. The result was a bolder, cleaner core visual that stood out from the crowd.
Then we rolled out a new brand campaign with a whole new look.
While we were giving the brand identity a refresh, we also developed a launch plan to capitalize on GNG's most important business windows. We leaned into the idea of simplicity, and used the phrase “It’s that simple,” to allow the brand to own their confidence as the market leader with straightforward messaging that also left room for some clever observations.
Simple message. Big impact.
The campaign launched across a myriad of media channels — TV, OOH, digital, direct mail, even NBA arena LEDs — using a simple, yet dynamic brand with a completely re-energized look and message.
We reintroduced an iconic Georgia brand with its first logo update in 150 years.
And we raised the bar on the results.
With the help of our media partners, we were able to generate more than 34 million impressions on digital channels alone, driving a 62% spike in web traffic during the campaign window.
And, while we can’t really give away more results than that, let’s just say we have some very happy clients.
Our campaign drove 34 million impressions and a 62% spike in web traffic to gng.com.
“When Tailfin brought us ‘It’s That Simple’ we knew we were going to have a great campaign. Tailfin brought together all their experience to create an insight that resonates deeply with our customers and community. This is the type of attention and expertise we’ve come to expect from all levels of the firm.”
-Aimee Henderson
Director of Retail Mass Markets Georgia Natural Gas
