Smashing acquisition targets with an integrated, through the line campaign
Outsmarting the Big 6 by launching OVO Energy’s unique PAYG app with a limited budget in a highly competitive market place
Delivered ubiquity amongst the target audience: the right regions, the right channels, the right tone
Our challenge was to help OVO Energy gain early adopter advantage by making consumers pay attention to OVO, understand the proposition and then reinforce the message through frequency and strong calls to action.
TSW successfully combined both brand and response channels to deliver a fully integrated campaign which included TV, door drops, direct mail and regional upweights using OOH. Adapting the right creative message, in the right medium, to the right target audience resulted in marrying scale with precision targeting to maximise response.
Smart TV buying enabled significant national reach into the target audience while remaining efficient and accountable via TV attribution technology and in-campaign optimisation.
Precision targeting using profiled customer data cross matched with locations of existing pre-paid meters, top-up points and areas of high energy consumption drove the door drop and direct mail activity.
The layering effect of the multiple offline touchpoints increased acquisition in key regions significantly, doubling the response rate vs those exposed to just one media channel.
The results were outstanding:
- Media CPA targets beaten by 20%
- Achieved +17% over new customer target
- Millward Brown brand tracking survey revealed a positive significant points shift in key association metrics (education, convenience)