Why hiring a dragon was the logical solution to driving reappraisal for Jemena


With rising prices, controversy regarding the export of Australian gas, and the rising appeal of renewable energy, Natural Gas is the underdog in Australia. We were therefore asked to force a customer reappraisal and generate renewed interest in natural gas appliances for cooking, heating and hot water. We had to jolt the Australian public out of their indifference with the category and turn an invisible utility into something they actually care about.

So we did the only logical thing.

We hired a dragon.

With the help of an unusual family pet, we helped increase consideration of natural gas for hot water by 20%, home heating by 46% and helped generate an increase in new natural gas connections by +96% year on year.


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