The fully-integrated campaign launched OVO Energy’s clever PAYG top-up app. Door drops were phased to feed off the halo effect of TV and started three weeks into the TV campaign. The creative execution explained the product in more detail and sparked an instant positive impact on sales, generating a 35% increase in response.
The judges were impressed with how we blended our data sources: using the Mosaic geodemographic profiling tool to understand OVO customers, researching the number and location of pre-payment households and PayPoints, then targeting look-a-like households spending above the national average, adding in the statement “people that have access to a smartphone”. This gave us 4.2 million households identified as the most responsive postcodes that still maintained a full UK geographical spread.
As well as the increases in response, brand tracking showed messaging drove brand awareness and changed a number of brand perceptions for the better.