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