We boosted E.ON’s customer numbers with an integrated acquisition campaign featuring friendly faces from across their business.
We’ve worked with E.ON since 2011, helping to deliver a huge range of below the line campaigns. Our most recent project – the result of a competitive pitch between other rostered agencies – was to provide a proactive, always-on approach to acquisition.
Having focused on retention strategy for the previous 12 months, their key challenge was to now focus on winning new customers. They asked us develop communications that would allow them to stand out in the price competitive utilities sector both in and out of ‘price sprint’ season.
We created a campaign that delivered E.ON’s value messaging to customers. To achieve this, we worked closely with their CRM team to target domestic customers and SMEs with E.ON’s complete energy package. In order to elevate E.ON’s position, our strategy was to package the three key elements that customers wanted - price, service and extra benefits (rewards) for being a loyal customer. We called this the ‘Holy Trinity’.
To support the multi-channel execution, we enlisted the help of E.ON’s own employees, to add friendly, familiar faces to the campaign. This collateral was used across direct mail, digital banners, email and in national newspapers, giving both domestic and SMEs many opportunities to see the great incentives in place when joining E.ON.
We worked closely with E.ON to identify the best ‘test and learn’ strategy for the communications and ensured that what we delivered could be applied to print and digital formats and provide the team with a range of communication tools for the future.
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