An electrifying challenge can distribute the right results. Part of BUTEC Group, BUTEC Utility Services (BUS) features both B2B and B2C business models. Working for Electricité du Liban, it designs, implements, operates and even maintains the electrical distribution network and also provides customer and metering services for approximately 30% of Lebanon. Cooperating with partners from around the world, BUS is an electrical Distribution Service Provider (DSP) typified by knowledge and expertise.
The electricity industry has faced issues in Lebanon for years. Financial, technical and commercial losses. Setbacks. Mammoth fuel bills. A tariff structure not in-line with production and distribution costs. Etc. Because of all these issues, EDL launched the DSP project to bring together several tasks in one new framework. This is how BUS came on to the scene. While not responsible in any way for the power cuts plaguing citizens, BUS focuses on making distribution to customers as smooth as possible. The above insights and key fact that BUS is in no way responsible for Lebanon’s insufficient electricity production made it as clear as light that our challenge was to change public perception and create awareness about the true responsibilities of BUS. This was especially tricky since the only “interaction” the brand had with their audience was the bill collector or the contact centers…and both give the impression that the audience is dealing with EDL rather than BUS.
Our work spanned over 3 years. It started by working in collaboration with a market research company to understand the public’s perceptions of BUS. This helped us devise an electrifying communication strategy with the power to change perceptions. The results of the market research confirmed our initial thoughts that the public weren’t aware of the difference between BUS and EDL or that BUS was solely a distribution service provider and hence had nothing to do with electricity production.
Every year, the team at BUS, employees and management alike, participate in the Blom Bank Beirut Marathon, the largest marathon in Lebanon. Since the 2016 theme focused on sustainability, BUS was determined to reflect this theme in 2 ways. First: creating an installation made out of 100% recycled material called the ReRUN initiative. We brainstormed alongside BUS and their engineers to come up with an idea that reflected their business model while fitting the theme. Our solution was a mobile charging station powered by solar energy. Everything was made of waste materials like electricity cable rolls, wooden crates and electric cables. Second: creating custom made shirts and caps that would make all BUS runners stand out on race day. The main visual was a witty play on the word “sustainable”. The real twist was incorporating the word BUS into it: “I am Bustainable.”
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