EASYSAVER ELECTRICITY: "SIX HATS" Direct marketing by Wunderman

Category: Flat Mailing
Advertiser: ORIGIN
Product/Service: EASYSAVER ELECTRICITY
Agency: WUNDERMAN
Date of First Appearance: Mar 12 2009 12:00AM
Entrant Company: WUNDERMAN, Melbourne, AUSTRALIA
CD / Art Director: Lee Callister (Wunderman)
Senior Copywriter: Stanley Johnson (Wunderman)
Senior Account Director: Kelly Richardson (Wunderman)
Production Manager: Michelle Rochman (Wunderman)
Finished Artist / Typographer: Toni Palumbieri (Wunderman)
Segment Marketer - Business: Corinne Nyssen (Origin)
Media placement: Flat Mail - Mail - 12 March 2009

Describe the brief/objective of the direct campaign.
Origin had forecast sales of around 20% from home-based businesses. Problem was, the people who run these businesses were way too busy to sit and think about gas or electricity. The target market was very diverse – web designers to builders, financial consultants to plumbers. What these businesses had in common, was that the owner wore many hats. They were both Tea Lady and Financial Controller, as well as Customer Service Manager, Filing Clerk and Marketing Manager. Origin needed to cut through the clutter and demonstrate quite clearly that they understood the pressures of a home based business operator.

Explain why the creative execution was relevant to the product or service.
The home based business operator wears many hats, so we addressed our communication to one person but with six different job titles. This required a window faced envelope that had never been done before - It had six windows! As you can imagine, an envelope of this type was not easy to produce. But it did achieve fantastic visibility and cut-through at the mailbox. The envelope windows were just the beginning. The letter carried six separate name and address markings, each one with a completely different job title. This dramatically highlighted the multitasking nature of the home based business operator.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Discounts for small business were often not available for home based businesses, so Origin developed EasySaver specifically for them. It offered a 5% discount on their energy if they stayed with Origin for 24 months. Our objective was to make the target market aware of EasySaver and to generate as much interest as we could in the product. To achieve cut-through and ultimately a sale we needed to do 3 things: Show empathy for the incredibly busy target market / Get to the point in presenting them with the offer / Make it easy for them to take up the offer.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Prior to the launch of EasySaver the Origin Call Centre received an average of 9 calls a week from home based businesses. During the campaign this increased to 25 calls per week. An uplift in calls of 277%.