Kleenheat launches next iteration of its ‘Are you thinking about gas?’ work via The Brand Agency

Kleenheat’s highly successful ‘Not Thinking About Gas’ campaign, which won best TV campaign in last week’s Campaign Brief Awards, has been evolved by The Brand Agency to show that people don’t need to think about gas because Kleenheat is.

The new brand campaign leans heavily on Kleenheat‘s established brand personality, using a comedic approach to gain audience connection and build upon memory structures. The campaign is running across TV, BVOD, online video, radio, podcasts, OOH, digital and social.

The overarching brand message is supported with tactical proof points across specific targeted media. This helps to build upon the benefits Kleenheat provides to its customers by always thinking about gas. They include; quick online sign up, customer questions answered ASAP, no long call-waiting times and great value gas. All backed by award winning customer service as voted by its customers.

Says Debra Packer, marketing manager, Kleenheat: “Our customers are at the heart of everything we do, and we know they don’t want to spend their days thinking about their gas account. What better way of bringing that to life than telling the refreshingly honest truth, in a humourous way; at Kleenehat, we think about gas so you don’t have to.”

Says Dean Hunt, executive creative director, The Brand Agency: “WA is made up of two types of people. Those of us who rarely think about gas, and those who think about it all the time, so their customers don’t have to. The passionate people at Kleenheat love thinking about gas. This campaign mirrors our Not Thinking About Gas ads with these rather delightful Thinking About Gas spots. Big thanks to all the team at Kleenheat – legends, Sandbox – wonders, and of course the mighty The Brand Agency team too.”

Says Carolyn Mooney, business director, The Brand Agency: “When we created the Are you thinking about gas campaign, we had in our minds how this could adapt in future. The obvious evolution was to evidence why, with Kleenheat, you don’t need to think about gas. Kleenheat’s unique brand personality shines through to deliver moments of entertainment. Thanks to everyone who supported the creative idea and helped bring this campaign to life.”

VIEW THE TENNIS FILM
VIEW THE MEDITATION FILM
VIEW THE ASAP ANSWERS FILM
VIEW THE FAST CALLS FILM
VIEW THE SHOP ALIVE FILM

Credits
Client: Kleenheat
Marketing Manager: Debra Packer
Campaign Marketing Manager: Felicity Fawcett
Campaign Marketing Coordinator: Mish Sequiera
Marketing Officer: Kristen Macmillan
Agency
Creative Director: Dean Hunt
Senior Art Director: Neil Martin
Senior Copywriter: Dave Wilson
Strategy: Emily Coleman
Business Director: Carolyn Mooney
Senior Account Manager: Hailee Hanlon
Producer (King Street): Nicole Beer
Media Agency: Initiative
Associate Director – Communications Design: Paige English
Investment Partnerships Manager: Ben McAuliffe
Production Company: Sandbox
Director: Richard Vilensky
Executive Producer: Hollie Gibson
DOP: Mick McDermott
Offline Editor: Denzil Heeger
Online/Grade: Denzil Heeger
Sound: Cue Sound
Engineer: Nick Gallagher