ECG

Guinness Ghana
DKT Ghana
As the nation’s largest utility provider, ECG had over the years connected with consumers using traditional media and left their online presence to sinister parody accounts that mocked and teased consumers in need. The challenge therefore became how will the brand announce itself online without attracting a lot of bashing in the midst of the nation’s worst power crisis (dumso).
Our approach was two prong. One was to validate the brand’s presence online and two to provide relevant content that softens the brand’s image while positioning it was a willing and listening brand ready to help anytime
In July 2016, we introduced ECG into the digital space after years of parody accounts mocking people’s genuine complaints about electricity challenges. ECG opened with a thunder clap that resulted in weeks of conversation on ECG online.

PART ONE- THE THUNDER CLAP

THESE ARE SOME OF CELEBRITIES OR MEDIA PERSONALITIES HELPED WITH THE INTRODUCTION ONLINE

PART TWO-THE APPRECIATION


The brand image of ECG has experienced drastic change since the inception of the digital campaign.
Business service ratings moved from 0 to 3.0
Response rate increased from 0% to 92%

IN THE END, ECG WON


Digital and Social Media Communication Campaign of the Year, 2016- (Institute of Public Relations)
Best Government use of Social Media (Citizen Engagement)- Ghana Telecom Awards