The Brill Building and Bord Gáis Energy introduce Zenergy, the humorous solution to household discord. The campaign leads with a TVC directed by Speers Films director, Tom Merilion, featuring an out-of-work relationship counsellor who has found that she has far fewer clients since Bord Gáis Energy Smart plans “are saving their relationships – and money”. It is built on data that reveals the average household spends on average 19 hours 20 minutes discussing household expenses every year.
The platform and its campaign aim to educate the Irish on the control a more personalised Smart plan offers and get Ireland to switch to a Smart plan to use their energy more efficiently, using the Smart meters installed in over 1 million homes.
The campaign supports Ireland’s energy-related targets for 2030 and beyond, relating to energy sources, emissions, end use and efficiency. The Climate Action and Low Carbon Development (Amendment) Act 2021 established a legally binding framework for Ireland to transition to a climate neutral economy by 2025.
Meadhbh Quinn, head of marketing, Bord Gáis Energy commented, “This campaign marks an exciting new direction for the Bord Gáis Energy brand. To achieve Ireland’s climate goals, we all need to be smarter with our energy use and we’re leading the way in reimagining how energy is used. Our carefully curated range of Smart plans empower consumers with choice and control, reinforcing our commitment to changing energy behaviour and usage. We’ve seen first-hand how customers who embrace Smart technology quickly become advocates for its impact on daily life. By helping Ireland move past debates over laundry times and EV charging—with a sense of ease and humour—we hope to spark a movement. We call that feeling of less stress and more control Zenergy.”
Roisin Keown, CEO and ECD, The Brill Building, added, “Our initial research identified that most households with Smart meters aren’t on a Smart plan because they haven’t understood or been convinced of the benefit. So when the team uncovered the learning that it’s estimated we each spend hours each year – eh ‘discussing’ – household expenses (and we’ve all been that soldier) then we knew we could talk in a whole new way about what the benefit of a Smart meter could be. We believe in creating real world impact at The Brill Building, so that message had to be delivered with a smile, so we’re excited to help the brilliant team at Bord Gáis Energy bring a little more Zenergy to Irish homes.”
The full campaign covers TV and VOD, OOH, radio display, social and PR with strategy, creative and production from The Brill Building, media and influencers from Group M and PR from The Hive.
Leading The Brill Building team on the account are CEO and ECD, Roisin Keown; insights lead, Kev Chesters; creative lead, Peter Snodden; creatives, Bex McNally and John McMahon; producer, Laurie Easterby; and project lead, Eleanor McCarthy. Photography is by Liam Murphy.
