While conserving power and lowering bills is a message often pushed by power companies, Genesis Energy is pushing a different idea, via JustOne, after teaming up with Fly Buys to reward customers' power consumption.
A 30-second TVC launched last week shows a family and all the opportunities they have to earn Fly Buys points as they go about their day. Cooking breakfast, using the fridge, playing with remote control toys, browsing on laptops and recharging hybrid cars are just some of the examples showing how energy use means more points.
The TVC is part of the launch campaign to make the announcement that the power company now offers Fly Buys and rewards customers for the energy they use every day.
It follows a pre-launch campaign, which saw personalised eDM’s sent out to a database of over 700,000 Fly Buys and Genesis Energy customers giving them the opportunity to pre-register and be the first to know about the benefits.
They were also given the chance to win weekly prizes, with the opportunity of a unique Fly Buys offer at the end of the pre-registration phase.
Genesis Energy’s executive general manager of product marketing James Magill says it’s always looking at different ways of showing appreciation to its customers, such as offering them better value and rewarding their loyalty. He says that Fly Buys is an amazing programme to support this.
“Teams at Genesis Energy, Fly Buys and JustOne have worked in a highly integrated way to deliver the customer facing offer, including IT, the contact centre, operations and marketing. JustOne quickly became an extension of our team and were involved in all aspects of enabling us to adapt quickly as the market shifted over the development.”
JustOne managing director Ben Goodale agrees, saying the campaign is a great example of co-operative working.
“This is the culmination of over a year’s work, with much of it under a cloak of secrecy. Our pre-registration campaign is already a huge hit, with engagement to the weekly emails averaging 80 percent across the six week period."
He added the campaign involved a different way of working for the agency, with its core team living and breathing Genesis Energy by working in both its offices and the JustOne offices at different stages.
“Together, we’ve explored every touch point to ensure all activity was integrated. Our overarching objective has been to celebrate everyday ways in which you can earn Fly Buys points, simply by using energy,” Goodale says.
Client - Genesis Energy
Stephan Rothlander – Agile Scrum Master
Linda Chandler – Manager, Customer Excellence
Alka Krisson – Senior Business Analyst
Andrew Coxon – Senior Digital Business Analyst
Mark Whatmough – Product Manager
Henry Popplewell – Senior Marketing Manager
Sam Hunter – Head of Online
Jonathan Hanif – Digital Marketing Manager
Kylie Doole – Commercial Analyst
Steven Lee – Customer Insights Analyst
Bridget Gallen – Senior Product Owner
David Gutteridge – Residential Energy Category Manager
Justine Fairlie – Brand and Marketing Manager
Michael Summers Gervai – Customer and Competitor Analytics Manager
James Magill – Executive General Manager, Product Marketing
Agency - JustOne
Stuart Hinds – Creative Director
Drew Ayers – Creative Director
Justin Biddle – Studio Manager
Melanie Coventry – Group Account Director
Ben Cullen – Senior Account Manager
Ivana Mihaljevich – Account Executive
Nathalie Philippsen – Account Director
Ben James – Mac Artist
Liz Garneau – TV Producer
Amy Watson – Managing Partner
Ben Goodale – Managing Director
Media Agency - PHD
Delaney Collings – Digital Director
Helen Brown – Group Business Director
Yvonne Barry – Media Manager
Kevin Joubin – Digital Campaign Manager
Jared de Wet – Director of Search Marketing
Forsyth Thompson – Head of Performance Media
Production Company - Eight
Tina Bull - Director
Katie Millington – Executive Producer
Anna Kennedy – Producer
Animation - Toybox
Leonie Willis - Editor
Audio - The Factory Studios
Jols Mulholland & Matthias Jordan