Aga

Better safe than sorry

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Challenge

Increase market share 25 percent for a brand that already holds 40 percent of the market without sacrificing the brand's premium margins. As much as 80 percent of demand is generated by resellers making AGA vulnerable to private-label competitors.

Strategy

Because safety is a dominant mindset in many of the industries AGA serves (think gas pipelines and the like), demonstrate the company's commitment to safety, quality and performance – three outcomes that are intertwined in the minds of the customer. Make AGA the safe choice.

Idea

Better Safe than Sorry

Making It Relevant

This idea was shared across multiple industries and channels, demonstrating not only the brand’s safety commitment, but the results of choosing less familiar, less committed brands. Executions highlighted these potential outcomes in ways that were somewhat whimsical, somewhat comical, but always all too real and humanly relevant.