Enercare, which provides home services to more than one million Canadians, has launched a new large-scale brand campaign called Experts at Home.
The campaign is designed to highlight the brand’s experience and expertise since it found that, after price, being a brand that’s trusted and recognizable were the two largest deciding factors for Ontario homeowners when choosing a home energy and services provider.
“Our goal was to increase Enercare’s brand recognition and level of trust among Ontario homeowners to generate a long-term impact for Enercare’s customer retention and new customer acquisition in the home services industry,” explains Brian King-Scott, director of media planning at Gale, Enercare’s agency of record.
Gale is leading all media planning, buying and execution on behalf of Enercare, which will involve significant paid media support across Ontario in TV, radio, out-of-home, social and digital placements.
“Gale takes an audience-first and data-driven approach to everything from strategy to brand storytelling to media and technology. Gale brings business insights to brand storytelling and activates across every channel,” says Kevin Liu, senior vice-president of product and marketing at Enercare. “We chose to partner with Gale from a holistic perspective as they lead across creative, SEO, CRM and PR.”
The media buy is an important step in Enercare’s brand journey, Liu says, as it represents a significant investment the company is making in branding and awareness marketing, while also supporting a new brand platform and tagline that’s been integrated across its owned and employee channels.
“This is a first for Enercare,” Liu says. “We know that the current media landscape in Canada is very fragmented and Ontarians are using many different platforms to get their information across social, streaming and traditional broadcast channels.”
Part of Gale’s holistic approach meant partnering with Corus Entertainment to develop an original content series with HGTV host, Sebastian Clovis that will live on HGTV Canada’s digital and social channels, Liu adds.
“In addition to this content series, we are also excited about the promotional weight Corus has been able to provide across its O&O broadcast channel,” Liu says.
“We have a core belief that reintroducing Enercare’s brand and establishing their identity of being experts at home for Ontario homeowners, goes beyond placing ads and needs to showcase their service expertise in an authentic way that tells a story,” adds Brian King-Scott, director of media planning at Gale.
“HGTV Canada was a strategic partner, since we already knew that our audience of Ontario homeowners index highly for watching HGTV and we found that Corus’ combination of a well-established entertainment brand in HGTV Canada, their trusted relationships with on-air talent, and the cross-channel promotional support of their broadcast media made them the perfect partner to showcase Enercare as being experts at home in an original way.”
Liu says that Gale is also leading the media planning and buying across digital partners such as Netflix, TikTok, Meta and YouTube. In terms of broadcast, Experts at Home will have a heavy presence on Sportsnet during the NHL’s Stanley Cup Playoffs. In addition, Gale has been working with Enercare on partnerships with the Toronto Maple Leafs, Toronto Raptors, Toronto Blue Jays and Ottawa Senators.
