In their first campaign in six years, Registered Gas Installers of Ireland (RGII) has partnered with independent creative agency, Rothco, to help them tackle the less-than-sexy task of boiler and gas safety. The charming new campaign, “Even If It’s Daniel,” is directed by David Kerr, of Mitchell & Web and Inside No. 9 fame, and was produced by Speers films. The spot sees a delighted super-fan finally welcome hero, Daniel O’Donnell, into her rather fantastically decked living room. However, her excitement soon flickers as Daniel innocently asks if she’d like him to check her problematic boiler.
Senior Account Manager at Rothco, Annie Tidy, explains: “We wanted to bring to life the message that you should never use an unregistered gas installer (no matter who they are) in an entertaining way. What was great was that the extensive Daniel memorabilia was generously loaned by real life super-fans. One of whom went on to bring the Daniel blind home to get it installed for real! As this is RGII’s first campaign in six years, it was a great opportunity for us to create something new and exciting for the client; and they had a real appetite to do something different in the category. It was really important for us to get cut through for this critical safety message that many people are unaware of.”
For the RGII, it is essential to educate the Irish population on the dangers of hiring an inexperienced gas installer. Most people don’t know that not only is it illegal for an unregistered gas installer to install, service or repair gas appliances, it can also put their health at serious risk. Only a registered gas installer can guarantee safety in the home. The campaign launches today (October 3) with the TVC and will also run in print and on radio and digital. The work is a follow up to Gas Network Ireland’s successful Tommy McAnairey campaign in 2015, which aimed to raise awareness of carbon monoxide poisoning.
