Terasen Gas begins choice campaign in BC
By Adnews Staff
Vancouver-based Terasen Gas has begun an awareness campaign to promote a new program that offers natural gas consumers a choice between fixed and variable rate payment plans. The effort also seeks to inform consumers that they now have a choice of gas suppliers. The two-year campaign, developed by Wasserman & Partners Advertising of Vancouver, will include television, radio and print advertising, along with a new website. “Never before have British Columbians had a choice of suppliers for purchasing natural gas,” said Pauline Hadley-Beauregard, vice-president and managing director at Wasserman. “Our challenge was to create consumer awareness around a category that traditionally has low interest. It’s also a complex topic. We needed to simplify it and to make the new program intriguing enough that consumers would be motivated to look for more information. To get consumer interest, we chose not to break from lighthearted approach of previous ads.” The creative depicts life in a world without choice, in which consumers shop at stores called Grey Sock World, One Book Store, The Same Frame and Just Turnips. The ads use the tagline, “What’s life without choice?”