An energising family

A new entrant to the Irish market, Airtricity was a niche, British owned, wind-farm operator. It seemed unlikely to trouble the powerful, well-liked semi-state energy firms. However no-one had really considered the audience properly before. Culturally, RoI is more family-oriented than the UK. We proposed to break away from the rest of the corporate market by pitching Airtricity as a different kind of power company – one that understood, mirrored and catered to families on a budget.

Switching energy – it’s child’s play

Talking directly and simply to a family audience for the first time, we showed them that switching to, and getting what you wanted, from Airtricity was ‘Child’s Play’.

The Gate

200,000 new customers target 2 years early

Arrows pointing up icon

Awareness rose from 9% to 85%, in 12 months

Price tag icon

Sales Hit 120,000 in three months

Within one year, 220,000 homes had signed up – over 10% of the market, two years ahead of target, and at half the cost per acquisition as market leader

Bar graph icon

Market share grew 1000% in 12 months – two years ahead of schedule

Recycling icon

Conversion response estimated to be around half that of market leader

Rosette icon

‘Product Launch of the Year’ and ‘Chairman’s Award’ at the Drum Marketing Awards


The campaign cut through in a tough, competitive market. The Gate was instrumental in making this the perfect launch for Airtricity.

Jackie Duggan Marketing Manager Airtricity

Change Cookie Settings