Such an ambition seems most unlikely, considering the discontent, if not contempt, consumers have shown in the face of repeated energy price increases. We knew we had to be smart,’ he adds. EDF launched the nuclear-backed BPP tariff in April, with the proposition that it would be one of the best fixed rates in the market, offering low-carbon energy without the usual price premium. Battling negative sentiment Such an ambition seems most unlikely, considering the discontent, if not contempt, consumers have shown in the face of repeated energy price increases. Close Join a growing community of media, marketing and advertising professionals today Read exclusive registrant only articles Read more articles each month Sign up for free specialised news bulletins Register Now Already Registered?
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The price freeze, a ‘multimillion-pound commitment’, was rewarded with customer loyalty; EDF’s customer account numbers also surged bylast summer. The company hopes to drive further loyalty through its ‘Thank yous’ programme, which gives every customer the chance to enter a monthly prize draw.
We are inundated with fan mail and requests for people to have their own Zingys – people are even starting petitions for us to start selling toys. Zingy is based on the YouTube sensation ‘dancing robot’ character Keepon, which has been licensed to the brand, and dances in the ads to a range of 80s pop hits.
Lab10 ® | Animation | Character | EDF Energy Zingy
Since launch, aboutcustomers have signed up to the tariff, which Stead says is ‘particularly gratifying’ as it is not the cheapest on the market. EDF claims market leader British Gas outspends it three to one in terms of above-the-line activity. Not to be deterred, the company’s continued customer-acquisition push can be explained by its ambitions to make its supply business profitable.
In March, statutory consumer organisation Consumer Focus awarded EDF an ignominious zero-rating for its performance in the last three months ofafter its research found it was the most complained-about energy firm, with Hobbies Running, walking and travelling.
However, there are signs that this increased focus on marketing and customer acquisition has been outpacing the enerfy capacity.
The energy supplier’s marketing director wants to instil love and two-way loyalty in its relationship with its customers.
The brand was the only major energy supplier not to raise prices during the coldest winter on record, despite all the big six predicting harsh conditions through long-term weather-forecasting systems. Become a Campaign Member. Stay signed in for 30 days. EDF played the long game with its Olympics tie, launching Team Green Britain in to combat the huge spending power of other sponsors.
Nonetheless, the scale of the marketing investment behind the product has certainly played its part in helping EDF acquire customers.
EDF introduced its dancing brand character, Zingy, to coincide with the launch of its ‘Feel better energy’ brand positioning in April. Despite the need to drive profits, EDF hopes to reassure consumers of its pledge to offer ‘fair value’ through the ‘Our Customer Commitments’ scheme it launched in March.
To support this level of activity, Stead is expanding his marketing team from to people and hiring a new head of direct marketing.
New EDF Energy TV advert featuring Zingy – Together We Are Beautiful
He reels out several statistics to prove that the ‘Feel better energy’ positioning for BPP is hitting the mark. However, such unbridled affection is exactly what EDF Energy is seeking — and marketing director Martin Stead has been cast in the role of Cupid. This, he believes, proves its success is ‘about more than price’.
Preparing for a three-week trek in Nepal with Sherpas.
We knew we had to be smart,’ he adds. Battling negative sentiment Such an ambition seems most unlikely, considering the discontent, if ef contempt, consumers have shown in the face of repeated energy price increases.
Such an ambition seems most unlikely, considering the discontent, if not contempt, wnergy have shown in the face of repeated energy price increases.
Its high-profile ‘Feel better emergy campaign, featuring dancing brand character Wnergy, proved an instant hit see ‘The Campaign’, below. Stead argues that EDF is beginning to ‘decommoditise’ energy, while picking up brand advocates along the way, including personal finance guru Martin Lewis. One of Stead’s first tasks on being promoted to marketing director in was to draw up a profitable growth strategy for the supply business. School Reports The A List Future of branded experiences Campaign50 The energy supplier’s marketing director wants to instil love and two-way loyalty in its relationship with its customers.
Love is not a word that springs to mind when you think of the energy sector. Love may be blind, and EDF’s marketing progress noteworthy, but it is hard to imagine any outpouring of affection being returned by consumers any time soon. Following our interview, it subsequently emerged that EDF has withdrawn the existing version of BPP from sale because a ‘surge in demand’ meant the cap on the number of customers the tariff can support had almost been reached.
Right now we are experiencing one or two call-volume issues, which means there is a longer waiting time than we would normally like,’ he adds. Stead admits the transition to the new system ‘has been a bit painful’ and the company is falling short of levels of service its customers should expect. However, Stead insists marketing spend is not an issue enegy EDF’s low-carbon nuclear energy offering means it genuinely has ‘better’ energy through which it blog create an emotional connection with customers.