Audatex
British Energy
Connaught
Easywell
Labcrew
SearchFlow
SPS
Star
British Energy
Contract renewal Refreshing campaign |
Easywell
Labcrew
SearchFlow
SPS
Star
Client
British Energy, one of the UK's largest energy suppliers.
Challenge
With a turnover of over £1.5 billion the company is made up of two parts: British Energy Generation and British Energy Direct. At the time of the project electricity was very much a commodity, and the newly-deregulated market was not differentiated, especially in the B2B sector. Electricity prices were forecast to rise on a steep curve, increasing competition, so British Energy's supply offer had to differentiate to compete. Internally, the leadership had to feel comfortable stepping out of their visual and messaging comfort zone, whilst promoting a highly knowledgeable and expert reputation. Externally customers needed to feel reassured that they were with the right partner. Prospects (both sophisticated and less so) needed to be intrigued, educated and motivated enough to sign up for more information or request a meeting.
Results
British Energy lead their category, becoming the first B2B electricity supplier to use benefit, rather than feature-led messaging. This refreshing approach opened up dialogue with customers, strengthening relationships. Footfall increased, and trends identified were utilised in ongoing product development. Finally, British Energy's value around service delivery was reinforced, competitors were left justifying their service delivery. Customers and prospects alike felt compelled to comment on the refreshing communications and marked difference in British Energy's delivery of information and their attitude.
Deliverables
Conceptual positioning - Creative implementation and brand strategy - Targeted event invite, with data capture opportunity - Sponsorship of events carry bags - Two alternating advertisements within trade magazines - Flexible exhibition stand - Event product collateral contained within event theme folder -Branded follow-up CD with thought-leading product and service information - Sales support literature
British Energy, one of the UK's largest energy suppliers.
Challenge
With a turnover of over £1.5 billion the company is made up of two parts: British Energy Generation and British Energy Direct. At the time of the project electricity was very much a commodity, and the newly-deregulated market was not differentiated, especially in the B2B sector. Electricity prices were forecast to rise on a steep curve, increasing competition, so British Energy's supply offer had to differentiate to compete. Internally, the leadership had to feel comfortable stepping out of their visual and messaging comfort zone, whilst promoting a highly knowledgeable and expert reputation. Externally customers needed to feel reassured that they were with the right partner. Prospects (both sophisticated and less so) needed to be intrigued, educated and motivated enough to sign up for more information or request a meeting.
Results
British Energy lead their category, becoming the first B2B electricity supplier to use benefit, rather than feature-led messaging. This refreshing approach opened up dialogue with customers, strengthening relationships. Footfall increased, and trends identified were utilised in ongoing product development. Finally, British Energy's value around service delivery was reinforced, competitors were left justifying their service delivery. Customers and prospects alike felt compelled to comment on the refreshing communications and marked difference in British Energy's delivery of information and their attitude.
Deliverables
Conceptual positioning - Creative implementation and brand strategy - Targeted event invite, with data capture opportunity - Sponsorship of events carry bags - Two alternating advertisements within trade magazines - Flexible exhibition stand - Event product collateral contained within event theme folder -Branded follow-up CD with thought-leading product and service information - Sales support literature
