Gas Value Plans - The First Big Change in Years
Industry Bronze - Communications/Utilities, Channel Bronze - Direct Response (any media)
Ben Goodale, Amy Watson, Stuart Hinds, Drew Ayers, Melanie Coventry, Nathalie Philippsen, Will Riley, Anna Hampton, Amy Cattanch, Craig Whitehead, Simon Wharton, Craig Murray
David Goadby, Amanda Singleton, Kirsty Hewitt
Gas switching activity reached an all-time high with many connections lost between June 2014 and June 2015.
Looking further back, the numbers were worse, so with the largest gas base in New Zealand to protect, there was a great pressure on Genesis Energy to retain customers.
In a market of ‘same sameness’, they needed a game changer. So the conversation was changed that presented customers with a new take on Gas, similar to the effective “plan” model that Telco’s use. Three gas plans were launched, capped based on usage, with a flat rate charged every month.
This gas campaign had a lot to do. Across multiple channels, it needed to support the brand positioning, boost acquisition rates and act as an effective retention tool.
For the first time in 20 months, Genesis Energy posted a gain in gas accounts – acquiring new customers and a further number of existing eligible customers onto their new plans.
In August 2015 at the end of the campaign period, Genesis Energy reported the biggest gas customer gain in more than four years and the biggest group-wide gain in two years.
The Gas Value Plans had not only reversed a consistent trend of gas losses, they had also put a handbrake on losses that had been hurting Genesis Energy for a number of years.