Kustom Konnections
Kustom Konnections
Awards
RSVP Craft Best Use of Mail Winner
Entrant
DraftFCB
Nominee
Genesis Energy
Entrant Credits
Zel Lazarevich, Tony Clewett, Rob Banks, Laura Goldie, Jared Isle, Bex Wells, Matt Scott
Nominee Credits
Annabelle Fowler, Anna Marshall, Sumi King
Entry Rationale
For Genesis Energy, attracting builders, electricians and gasfitters/plumbers opens up a healthy revenue stream for multiple new connections.

Launching an online rewards programme that incentivised these connectors to ‘pick up a little extra on the job’ through direct mail allowed Genesis to dramatically grab the attention of this highly targeted audience.

Hand-made hammers, saws, wrenches and pliers, covered them in papier-mâché dollar bills, were photographed and three levels of DM pack sent out. Electricians received a low value pack, gas fitters and builders received a medium value pack and the top 20 builders received a high-value pack (a life size papier-mâché saw) – something guaranteed to be the talk of the building site that day.

A four-tier incentive programme personalised to the type of trade was sent out, resulting in an increase in new electricity connections of 10.28%.
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Kustom Konnections
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