EDF claims market leader British Gas outspends it three to one in terms of above-the-line activity. The energy supplier’s marketing director wants to instil love and two-way loyalty in its relationship with its customers. The company hopes to drive further loyalty through its ‘Thank yous’ programme, which gives every customer the chance to enter a monthly prize draw. EDF played the long game with its Olympics tie, launching Team Green Britain in to combat the huge spending power of other sponsors. The price freeze, a ‘multimillion-pound commitment’, was rewarded with customer loyalty; EDF’s customer account numbers also surged by , last summer. This, he believes, proves its success is ‘about more than price’.
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EDF Energy ‘Zingy’ by Abbott Mead Vickers BBDO
Not to be deterred, the company’s continued customer-acquisition push can be explained by its ambitions to make its supply business profitable. The energy supplier’s marketing director wants to instil love and two-way loyalty in its relationship with its customers. We knew we had to be smart,’ he adds. One of Stead’s first tasks on being promoted to marketing director in was to zungy up a profitable growth strategy for the supply business.
Battling negative sentiment Such an ambition seems most unlikely, considering the discontent, if not contempt, consumers have shown in the face of repeated energy price increases. Love may be blind, and EDF’s marketing progress noteworthy, but it is hard to imagine any outpouring of affection being returned by consumers any time soon. School Reports The A List Future of branded experiences Campaign50 The energy supplier’s marketing director wants to instil love and two-way loyalty in its relationship with its customers.
EDF Energy’s character Zingy brings some ‘Feel Better Energy’ to Brighton Pride
Since launch, aboutcustomers have signed up to the tariff, which Stead says is ‘particularly gratifying’ as it is not the cheapest on the market. Stead admits the transition zingyy the new system ‘has izngy a bit painful’ and the company is falling short of levels of service its customers should expect.
Zingy is based on the YouTube sensation ‘dancing robot’ character Keepon, which has been licensed to the brand, and dances in the ads to a range of 80s pop hits.
He reels out several statistics to prove that the ‘Feel better energy’ positioning for BPP is hitting the mark. Despite the need to drive profits, EDF hopes to reassure consumers of its pledge to eedf ‘fair value’ through the ‘Our Customer Commitments’ scheme it launched in March.
Right now we are experiencing one or two call-volume issues, which means there is a longer waiting time than we would normally sdf he adds.
Love is not a word that springs to mind when you think of the energy sector. Stead says EDF’s sponsorship of London provided it with the unique opportunity to offer customers ‘money can’t buy’ prizes, zingu a ride on the London Eye attraction with former Olympic rower James Cracknell. However, Stead insists marketing spend is not an issue when EDF’s low-carbon nuclear energy offering means it genuinely has ‘better’ energy through which it can create an emotional connection with customers.
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Zingy makes his debut with latest EDF Energy app
According aingy one source, the marketing team had hoped the tariff would be on offer for longer, but company bosses decided it was losing too much money. The brand was the only major ef supplier not to raise prices during the coldest winter on record, despite all the big six predicting harsh conditions through long-term weather-forecasting systems.
Stead argues that EDF is beginning to ‘decommoditise’ energy, while picking up brand advocates along the way, including personal finance guru Martin Lewis. EDF introduced its dancing brand character, Zingy, to coincide with the launch of its ‘Feel better energy’ brand positioning in April.
EDF played the long game with its Olympics tie, launching Team Green Britain in to combat the huge spending power of other sponsors.
However, such unbridled affection is exactly what EDF Energy is seeking — and marketing director Martin Stead has been cast in the role of Cupid. EDF now claims fans zingg clamouring for the character to be released as a toy, much like Comparethemarket. This, he believes, proves its success is ‘about more than price’. Stay signed in for 30 days. The price freeze, a ‘multimillion-pound commitment’, was rewarded with customer loyalty; EDF’s customer account numbers also surged bylast summer.
In addition, the aggressive acquisition drive coincided with a meltdown at its call centres caused by the implementation of a new system. Nonetheless, the scale of the marketing investment behind the product has certainly played its part in helping EDF acquire customers. Become zinngy Campaign Member. Hobbies Running, evf and travelling.
Preparing for a three-week trek in Nepal with Sherpas. The company hopes to drive further loyalty through its ‘Thank yous’ programme, which gives every customer the chance to enter a monthly prize draw. We are inundated with fan mail and requests for people to have their own Zingys – people are even starting petitions for us to start selling toys.
The eddf of ‘firepower’ also applies to its rivals in the energy sector: Its high-profile ‘Feel better energy’ campaign, featuring dancing brand character Eef, proved an instant hit see ‘The Campaign’, below.