College Hill-based digital agency justONE has launched a new Genesis Energy campaign to celebrate their joining forces with Fly Buys.
The campaign involves a two-phased approach of pre-launch and launch activity to leverage Genesis Energy’s partnership with Fly Buys to existing customers, as well as engage and acquire new customers.
A six week pre-registration campaign kicked off the activity, the first step in the customer journey. Personalised eDM’s went 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.
Both potential and existing customers were given the chance to win weekly prizes, not open to others, with the opportunity of a unique Fly Buys offer at the end of the pre-registration phase.
The full launch was led by TV, across integrated media and fully announces that Genesis Energy now offers Fly Buys, and looks to reward customers “for the energy you use every day.”
Genesis Energy’s executive general manager product marketing, James Magill said this was a major step in adding value to Genesis Energy customers through a truly integrated approach.
“We are always looking at different ways of showing appreciation to our customers such as offering them better value and rewarding their loyalty,” he said. “Fly Buys is an amazing programme to support this.
“The justONE team did an absolutely fantastic job in bringing this to life, with their data led campaign set to drive engagement with both prospects and existing customers.
“The justONE team did a fantastic job in bringing this to life, with their data led campaign set to drive engagement with prospects and existing customers.”
“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.”
Ben Goodale, Managing Director at justONE, is thrilled to see this campaign come to fruition.
“It was amazing to be a part of this campaign, it’s quite a moment seeing it go live, and has been 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% across the six week period.
“This campaign also involved a really different way of working. The core justONE team really lived and breathed Genesis Energy, with them working in our offices, and then us at their offices, at different stages.
“Together, we’ve explored every touch point to ensure all activity was integrated. Our overarching objective has been to celebrate every day ways in which you can earn Fly Buys points, simply by using energy,” adds Ben.
The campaign has been launched on TV, outdoor, digital, direct, bus backs and via sophisiticated data-driven eDM and DM campaigns. To view the TVC, click here.
For more information, visit: https://www.genesisenergy.co.nz/getflybuys
CREDITS
Client : Genesis Energy
Agile Scrum Master: Stephan Rothlander
Manager, Customer Excellence: Linda Chandler
Senior Business Analyst: Alka Krisson
Senior Digital Business Analyst: Andrew Coxon
Product Manager: Mark Whatmough
Senior Marketing Manager: Henry Popplewell
Head of Online: Sam Hunter
Digital Marketing Manager: Jonathan Hanif
Commercial Analyst: Kylie Doole
Customer Insights Analyst: Steven Lee
Senior Product Owner: Bridget Gallen
Residential Energy Category Manager: David Gutteridge
Brand and Marketing Manager: Justine Fairlie
Customer and Competitor Analytics Manager: Michael Summers Gervai
Executive General Manager, Product Marketing: James Magill
Agency: justONE
Creative Directors: Stuart Hinds, Drew Ayers
Studio Manager: Justin Biddle
Group Account Director: Melanie Coventry
Senior Account Manager: Ben Cullen
Account Executive: Ivana Mihaljevich
Account Director: Nathalie Philippsen
Mac Artist: Ben James
TV Producer: Liz Garneau
Managing Partner: Amy Watson
Managing Director: Ben Goodale
Media Agency: PHD
Digital Director: Delaney Collings
Group Business Director: Helen Brown
Media Manager: Yvonne Barry
Digital Campaign Manager: Kevin Joubin
Director of Search Marketing: Jared de Wet
Head of Performance Media: Forsyth Thompson
Production Company: Eight
Director: Tina Bull
Executive Producer: Katie Millington
Producer: Anna Kennedy
Animation: Toybox
Editor: Leonie Willis
Audio: The Factory Studios
Original Music: Jols Mulholland & Matthias Jordan
PR: One Plus One Communications
Junior PR Consultant: Sophie Wills
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