ne of the most successful advertising and marketing campaigns in 2009 was the Bord Gais Big Switch campaign, which launched the company's entry into Ireland's residential electricity market. The integrated advertising, marketing and PR campaign was noticeable for its use of new media and in particular Google Adwords. According to Eoin O'Suilleabhain, e-channel developer, Bord Gais Energy, the success of the Google Adwords campaign exceeded all of the marketing team's expectations, with over 30,000 new customers in the first 30 days of the campaign directly attributable to Google Adwords advertising alone. "The initial results of the opening weeks of the campaign were nothing short of phenomenal," said O'Suilleabhain. "Within 30 days of launch over 30,000 sign ups were attributable to Google AdWords advertising and the most impressive measurement of our online channels was the conversion of over 100,000 customers via the Big Switch website in just four months, which rates as one of the most successful online campaigns in Ireland to date. The Bord Gais marketing campaign had to capture and direct all potential customers looking for information to its micro site called The Big Switch.ie. As the microsite was launched on the same day that the company announced its entry into the electricity market, it did not have an immediate presence in Google's organic search results.