EirGrid Group
Spark were extremely agile – we had very little time to test the proposed creative and multi-layered messaging that was developed as a two-year campaign. Not only did Spark grasp the brief fast, they also executed all the research and results professionally.
Rachel O’Donovan, Strategic Planning Partner – BBDO Dublin
The Brief
EirGrid, a state-owned company that manages and operates the electricity grid in ROI. EirGrid will play a central role in delivering Ireland’s response to climate action. Ahead of launching a new communications approach the BBDO and EirGrid team needed to better understand the country’s mindset in terms of sustainability given its new leading remit in climate action.
The Spark
This in-depth segmentation study involving qual, quant and tested communications messaging allowed us to identify barriers and attitudes to sustainability. We developed a research approach that has segmented EirGrid’s audiences into behaviourally-led segments that the team can use to tailor communications. We delivered a new market segmentation model and identified segments that are distinctive and differentiated under the sustainability veil.
The Outcome
This project was the first of its kind to be carried out by a semi-state body and allowed EirGrid to grow and develop their brand, in line with the current sustainability mindset. The segmentation and golden questions live on and are used to inform not only ongoing research, but also EirGrid’s new communications platform. All brand and consumer content is built on the segments.
