Kustom Konnections Acquisition
Kustom Konnections Acquisition
Awards
RSVP Customer Acquisition Bronze, RSVP Loyalty/Relationship Programme Bronze
Entrant
DraftFCB
Nominee
Genesis Energy
Entrant Credits
Tony Clewett, Rob Banks, Laura Goldie, Zel Lazarevich, Matt Scott
Nominee Credits
Bridget Lincoln, Anna Marshall, Chris Watney, Matt Hepper, Sumi King
Entry Rationale

The trade has always been very important to energy companies. Attracting builders, electricians and gasfitters opens up a healthy revenue stream for multiple new connections.

Genesis Energy had seen continuous growth in this area through Kustom Konnections, the programme used to communicate with the trade. Then in 2010, at the peak of a global recession, the number of new housing projects plummeted. Suddenly everyone was fighting for a piece of this decreasing market and competition became increasingly aggressive.

Pre recession, Kustom Konnections offered customised rates for builders and personalised customer service to gasfitters and electricians.  However, it was not enough to compete in a recessionary environment when money was all everyone cared about.

Our campaign needed to halt declining market share by acquiring more new connections, but without being able to match the cash incentive being offered by the competition.

Not only did we halt the decline in market share, total numbers of electricity new connections were 49% higher in September 2011 than they were in April 2010 and total numbers of gas new connections were 27% higher in September 2011 than they were in April 2010.