People’s Energy Company

Our task was to grow brand awareness and customer growth for People’s Energy – the first and only UK energy supplier that puts the needs of their community ahead of making profits for shareholders.

69%
prompted awareness for People’s Energy
41%
customer growth for People’s Energy
22%
CPA ahead of target
Project Information

Target audience

In-market energy switchers with a focus on C2DE Women 45+ and ABC1 Men 25-44.

Our insight

The desire to save money often drives consumer behaviour over green credentials and ethical policies yet the people who are worse off are less likely to switch. Selling to them alone would mean slow growth so december19 had to appeal to the masses to help the few.

Our solution

Although we used DRTV as our buying strategy, the planning strategy needed to be more sophisticated. We needed to reach disparate audiences, build brand awareness and plan to a CPA (cost per acquisition) goal.

We profiled the TV stations and programming to ensure that the plan had the greatest possible breadth. Selecting 89 stations gave scope to deliver a diverse plan to deliver the broad core audience and the two niche segments. Top stations included ITV3, ITV4, More4, E4, Five, Sky News and Sky Sports News.

Additionally, we identified early which channels indexed highly against our upmarket male audience who would recognise Gareth Thomas from his Welsh rugby career. As the campaign developed, we used data modelling tool Adalyser and found that targeting this audience was particularly fruitful for a switching perspective and optimised further.

This was also supported by door-drops activity which was based on looking at reaching postcode sectors that profiled most similarly to People’s Energy’s customer data.

Channel Mix

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december19 are our trusted media partners who offer a wealth of media experience and know-how that would only be reserved for the biggest spending clients in big agency networks. Their independence means that they can be far more versatile too leading to better, more reactive execution.

Fabio Labate, Marketing Director
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