Monday 17 December 2018

One Big Switch media campaign gets 52,000 to change

Media and Marketing

Media success: One Big Switch co-founders Oliver Tattan and Lachlan Harris at the launch of the One Big Switch Energy Offer.
Media success: One Big Switch co-founders Oliver Tattan and Lachlan Harris at the launch of the One Big Switch Energy Offer.
Customers pictured reading magazines in a store

Sarah McCabe

ONE Big Switch, the people-powered electricity bargaining company, is basking in the glow of one of the most successful launch campaigns the country has ever seen.

The company, which lured consumers with the promise of massive savings on their electricity bills, has garnered major publicity in all of the country's biggest media outlets in recent weeks and prompted more than 52,000 people to change electricity providers at the time of writing.

The campaign is evidence of just how successful a consumer-orientated, price-motivated, advertising drive can be.

All of the country's national newspapers as well as RTE, TV3 and a host of national radio stations have reported on it.

"The people power campaign has been a huge success and we're proud to have received significant media coverage about the offer," said the One Big Switch team in a statement that showcased the depth of media coverage the campaign has generated in the last week.

Evidence of just how important the company regards its media standing can be seen in its latest job advertisement.

One Big Switch is currently seeking a country manager to run its Irish operation – and the very first candidate requirement is six to eight years professional experience in the media.



EDDIE Rockets is returning to our TV screens.

After a five-year silence on the airwaves, during which the burger chain ran no major campaigns, it is now ploughing €250,000 into a new marketing drive alongside the opening of two new outlets, in Tullamore and Dublin's Stephen's Green Shopping Centre.

The public will get to decide on what ultimately airs.

The television ad, which is set in outerspace and features an astronaut reaching for an Eddie Rocket's hamburger, has two possible endings; viewers can watch and vote for their favourite via the brand's Facebook page, with the winner making it to the screen.

The agency behind the campaign is Dublin-based communications group Bonfire, founded by Sean Hynes and former Saatchi & Saatchi Ireland creative director Ian Doherty.



'NUTS' magazine is to close. Owner IPC said earlier this week that it had entered a 30-day consultation process with the 25 staff who work on the London-based magazine and its website, sounding a death knell for the 10-year-old publication.

"After 10 years at the top of its market, we have taken the difficult decision to propose the closure of 'Nuts' and exit the young men's lifestyle sector. IPC will provide impacted staff with all the support they need during the consultation process," said IPC's Paul Williams.

'Nuts' launched in January 2004 and at the height of its popularity had an average weekly circulation of more than 300,000. But it suffered years of sales decline, along with most other paid-for titles in the men's sector – the demographic which abandoned print publications in favour of digital offerings most rapidly – not least because 'Nuts' core content, half-naked women, was not hard to find online.

Nuts had a circulation of just over 53,000 in print in the second half of 2013, according to the latest official figures, plus nearly 9,000 digital editions.

Indo Business

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