It’s been two years since LG&E | KU (Louisville Gas and Electric Company and Kentucky Utilities Company, part of the PPL Corporation NYSE: PPL family of companies) updated their creative on gas safety.
A recent study revealed that customers understand that they should leave an area if they suspect a gas leak, but they are not aware of all the warning signs.
The challenge to Doe-Anderson was to make the warning signs – rotten egg smell, dying vegetation, hissing sounds or bubbling water – as memorable as the need to call for help from a safe distance.
“Our goal was to create a campaign that educated and entertained,” said Britt Riley, Doe-Anderson VP, creative director. “Music has been a proven tool for helping people remember facts and information. So, we decided to let the objects that are signs of a gas leak sing our message.”
The spots feature vocal talent from the Louisville area.
“Safety is a top priority for us, and with natural gas safety, it’s important that our communications are informative yet memorable, so our customers are clear on what to do if they suspect a natural gas leak,” said Brian Phillips, director of brand, advertising, customer and digital communications for LG&E and KU. “Doe-Anderson, using catchy lyrics and fun visuals, helped turn a serious safety topic into a customer-friendly campaign, and we’re excited to educate our customers using a fresh and effective approach.”
The spots will run during “Derby Season” in Louisville on TV, radio and digital, with a second run planned for Q4.
Read More: LG&E | KU Shares What Rotten Eggs, Dying Vegetation and Hissing Have in Common