Since the liberalisation of the Belgium utility market two different strategies are in play. The challengers are set on aggressively gaining market share while Electrabel is doing its utmost to prevent churn. In doing so, Electrabel and Proximity BBDO have developed a series of campaigns to increase the overall brand likeability and loyalty scores. The most recent one is targeting the retail market. A segment where "utility decisions" are tyically taken by the general manager ( and the management assistent). Aligned with Electrabel's corporate strapline "Het is jouw energie/Vous avez l' energie" they wanted to boost their energy levels to an all-time high, using a personalized energy song, during the last "management-assistent-day" on April 19th. Both online and offline mailings drove traffic to the campaign website, where the general manager could send a personalized a-cappella e-card to his much appreciated management assistant. A unique moment claimed by Electrabel who clearly offers more than just energy. Results that can be directly attributed to this campaign exceed the industry responce rates and thus speak for themselves: 11.633 managers were contacted. Online if they could, offline when needed. Out of this group 2.164 a-cappella e-cards were sent (18,6%). Due to a non-intended, viral effect 919 new managers also find the website (7,6%) and sent an e-card.
Agency: Proximity BBDO Brussels, Belgium.