Results and Impacts

For the last 5 years we’ve helped Scottish and Southern Energy grow their customer account base by 66%, from 6 million energy accounts to over 10 million. They are the UK’s second largest energy provider – and the UK’s leader in renewable energy. Communication with their existing customers and minimising ‘churn’ are just as important as attracting new business, and we help them to create a range of communications including advertising, housemoves marketing and online campaigns. We have also worked alongside Scottish and Southern to develop their very successful energy saving Better plan brand.

The Challenge and Objectives

When we won the pitch for Scottish and Southern, we were asked to develop Betterplan, a groundbreaking energy reduction product that encouraged customers to save energy using a monitor and cashback incentives. Since then we have been tasked to produce creative and contact strategies for a wide variety of products and offers – plus in-house marketing and promotion. We are also closely involved in the marketing of iplan, SSE’s new smart meter product. The challenges have been to sell these forward thinking products to an audience unused to the concept of energy efficiency.

Our strategy

In order to attract new customers and retain the loyalty of existing customers, we created a bright, sunny brand for SSE’s betterplan that really brought home the benefits of saving energy and helping the environment. Developing a ‘cash credit’ incentive scheme with the help of SSE, we created brochures and magazines full of easy actions and energy saving tips to use in conjunction with the Betterplan monitor. For iplan, we have created a clean and modern look in keeping with its ‘smart technology’ capabilities, using the concept of ‘an energy evolution’.