Inspiring a Generation to Boost Brand Awareness
Shifting brand perception for the Millennial audience
Challenge
CONSOL Energy is one of the largest providers of coal and natural gas in the U.S. However, their target audience did not understand the importance of coal nor job opportunities in the industry.
Insights
The millennial audience had an outdated and negatively skewed view of the industry. If we are to send a message to the audience, that message must counter any negativity associated with the brand.
Strategy
Our campaign celebrates the evolution of the modern coal industry and portrays coal miners as heroes powering the country. We change the conversation from uncertainty to excitement.
Brunner launches a multi-media consumer-focused campaign (including CONSOL’s first-ever TV commercials) “We are America’s On Switch.”
Results
- Target awareness from 20% to 80%
- Campaign features in Wall Street Journal, New York Times
- Job applications increase by more than 170%
