Crafting a Character that Embodies Brand Values
The Ask
There’s more to finding a natural gas supplier than which has the lowest rate. Rather than highlighting promotional offers that expire without notice, Walton focuses on delivering reliable, dedicated, and friendly customer service. And they invest in their local community because it’s the right thing to do.
But how do you educate the audience on their buying decision, persuade them to look beyond the rate, and convince them that Walton Gas is a better overall value?
The Results
We decided to give a face, voice, and personality to a product that customers never actually see. We built out a story framework to help uncover Walton Gas’ brand narrative, then translated that message into Walt. He would embody the high customer service standards of Walton Gas.
We saw a lift in brand recognition, positive feedback from customers, and growth in key market segments for the business.
The Work
Walt became the centerpiece of integrated campaigns, and helped show Walton Gas’ virtues in an entertaining and engaging way. We created a complete backstory that helped us understand how he would behave in any situation, then placed him in scenarios where his passion for natural gas and quirky, lovable personality could shine. Every ad, post, and print piece were designed to reinforce their core message.
