Propane Awareness Campaign: Primagaz's 360° Strategy to Boost Adoption
In Wallonia, only 25% of the population knows propane as an energy source, with many relying on fuel oil for heating. Primagaz sought to position propane as a stable alternative, targeting off-grid homes in regions with regulated prices and centralized purchasing. iO Digital executed a cross-media campaign combining radio, digital TV, search ads, social media, and a physical 'propane newspaper' to raise awareness. The strategy focused on educating consumers about propane's benefits and affordability, driving increased adoption. The campaign achieved measurable ROI, helping Primagaz successfully transition over 10,000 households to propane, highlighting the power of creative, omnichannel marketing. The partnership between iO and Primagaz demonstrated how targeted, performance-driven campaigns can transform market perception and drive sustainable energy adoption.
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