2018 Bronze Best writing
14 Dec 2018
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Agency: Engine, Partners Andrews Aldridge
Client: E.ON
Campaign name: Just for you, E.ON
Campaign overview
Turning on the switching switch
The brief
Comparison websites make winter a crucial time for energy providers.
Thousands are looking to switch so the campaign needed to make E.ON stand out to new customers, with a budget that was a fraction of their competitors’.
Strategy
Given E.ON operates in a low interest, low engagement category, it was assumed customers don’t care about their energy supplier.
But social listening soon showed they do.
Whether it was feeling proud to have found a more suitable tariff, or relieved at having locked down a great deal, customers cared – and they cared enough to share.
And renaming tariffs wasn’t just a disruptive way to stand out from competitors, it moved new customers’ thoughts away from price to something more personal.
Suddenly their tariff was all about them and the emotional value they could enjoy.
The campaign focused on a balance of emotional connections and the hardhitting sell that was as empathetic as it was effective.
And the work moved customers through a journey from advertising to acquisition with minimal disruption.
Creativity
A good deal makes people feel great, and the campaign sought to amplify those feelings by turning those words into big, bold, bright tariff names.
Mirroring emotions seen on social, the campaign created a range of names everyone could relate to - every name and headline written promoted a tariff that felt personal to the reader.
And while it made the whole process feel more personal, there were also a wealth of words to choose from.
To take things further the campaign mirrored customer experiences too.
If they went to the cinema, they were met there with a tariff to suit them.
Headlines matched what customers read, and every word propelled E.ON into the customer’s world.
This turned confusing sales points into personalised benefits, and broke new ground with a totally un-utility approach to selling energy.
The core objective for the campaign was to drive new customers to E.ON, but as their budget was a fraction of their competitors', more was needed, with less to do it with.
Upweighting digital display spend delivered 13K quotes and a CPA that was 49% below the target set by E.ON.
The SMS campaign delivered a further 40K clicks at a CTR of 6.2%, above average for the energy sector.
And everything was underpinned with a rigorous test and learn program, constantly monitoring language, imagery, product benefits, channel mix and even brand colours to see which successfully influenced customer behaviour, all of which led to a much higher CTR.
In the end, more than 61,000 new customers switched to E.ON, a 231% increase on the previous year.
Team
Partners Andrews Aldridge - Jack Verlander, Account Director - Swantje Drescher, Data Strategy Director - Aaron Goldring, Executive Creative Director - Daisy Domenghini, Business Director - David Jupp, Designer- Elly Belden, Designer - Guy Sexty, Head of Design - Bilel Labjaoui, Art Director - Jenna Kettyle, Copywriter
Engine - Christophe Taddei, Digital Project Director - Madeleine Macrae, Integrated Project Manager - Abbi Chard, Designer
E.ON - John Garlick, Smart Marketing Manager - Lucy Stuart, Residential Marketing Communications Manager - Matt Francis, Digital Marketing and Communications Manager - Dominic Miller, Digital Marketing - Clare Savage, Campaign Manager - Daren Carter, Head of Residential Marketing - James Moore, Digital Marketing - Sophie Sutherland, Digital Marketing Manager