EDF
Using mail and charm to make consumers feel zingy about energy.
Background
When EDF Energy stopped face-to-face selling, they lost their largest acquisition channel. They needed to maximise the potential of other channels.
Solution
They wanted to target people who had not switched from their competitors and shake them up. The breakthrough was category changing brand messaging featuring ‘Zingy’, delivered via targeted mail and door drop.
Results
Sales delivered 30% higher than target, and cost per sale came in 23% lower than forecast. The data strategy worked as well, with 55% of sales coming from customers who had never switched before.
Source: EDF - IPA Effectiveness Award Winner Bronze
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