Win What you Wish For

The brief...

Utility providers experience high volumes of customer churn as it is relatively easy for householders and business operators to switch service providers. Origin Energy briefed SAM to develop a method of generating loyalty from electricity and gas customers. SAM was also briefed to devise an incentive for on-time bill payment.

Execution...

SAM recommended that Origin reward customer loyalty by way of entry into a blockbuster promotion to win an incredible range of monthly prizes including cars, electronic equipment, entertainment and travel prizes and cash. The promotion was advertised in a prominent panel on each personalized statement of account at the recommendation of SAM and major brands donated prizes in exchange for presence on customer accounts that were sent to 3.6 million customers on a bi-monthly cycle.

Over a 6 month period customers who signed on, or kept their account with Origin Energy were entered into monthly prize draws. Customers with both gas and electricity and those who paid on time received double entries.

Result...

During the promotional period, customer loyalty improved. New customer numbers also grew and the percentage of customers paying on time also increased.

Footnote:

Virtually any business can use their statement of account notices to educate customers about new products, services and promotional offers. Often for very little additional cost.