AGL – Switch. Save. Win.
AGL embarked on its largest and most aggressive Australia wide retail promotion where every customer who switched to AGL during the promotional period was guaranteed to win. Zebra Direction was chosen to develop and execute the overarching creative concept across multiple channels, work with AGL and Maxus to refine the media strategy and with TLC Marketing who developed the online entry mechanism.
The approach was to keep the message simple, consistent and compelling. The campaign was conceived and was in market in just over four weeks. The campaign exceeded all customer acquisition targets and challenged the way AGL approached retail promotions.
A comprehensive Australia wide press presence across all participating state dailies and major transport free papers, the key message of the prize pool, relevant state offer and that all persons who switch would win and were included in the draw to win a car!
A comprehensive multichannel digital strategy was employed. This included traditional banner advertising in the online news services (page buyout), eDM campaign, remarketing and google Adwords and strong social media presence through Facebook. All online communications lead to a state specific landing page promoting discounts and competition entry instructions.
Outdoor drove a strong awareness strategy. This included super billboards on all states major highways, feature digital billboards on Melbourne’s new Emporium shopping centre, digital and static Shopalite’s in major shopping centres in all states and full rear bus advertising in QLD, NSW and Victoria.
Within Victoria, a targeted test acquisition mail campaign was undertaken. Australia Post data was cleaned against AGL existing customer data and other recent campaign data to ensure existing or recently communicated to prospects were not touched. The new customer segment modelling was applied to ensure those customers we targeted were the higher value customers wanted.
Understanding that existing customers may be disappointed that they would not be part of the promotion a ‘thankyou for being a customer’ deal was developed so that any customer who rang wanting to be part of the promotion was instantly sent a 2 for 1 movie voucher.
Customer sales and service incentive
Extending the campaign theme and introducing and element of fun, this game board and associated incentive program helped keep sales staff focused on the core objective of meeting customer acquisition targets. Developed as a sturdy ‘flip chips and match to win” mechanism, the board creative elements can be updated to use with future campaign activity.