Creative retail agency.99 and direct partner justONE are putting the ‘sweet’ back into ‘home sweet home’, with a new campaign announcing the launch of Genesis Energy’s Door Knocking Switch-Off.
In what the agencies describe as “another significant shift for New Zealand energy providers”, Genesis Energy will be closing down its door-to-door home sales programme for good, following feedback from consumers that branded the practice as “intrusive” and “annoying.”
The new campaign invites Kiwis to go knocking on Genesis Energy’s door when they begin their search for the best offers instead, which they can now do effortlessly via new and improved online channels.
Genesis Energy’s General Manager Marketing Chris Watney says research commissioned by the energy provider showed that 81% of Kiwis don’t like door- to-door salespeople coming to their home and an overwhelming two thirds of New Zealanders would like door-to-door sales to stop completely.
“This channel was a steady stream of customer acquisition for us, but the more we looked into it and took people’s opinions into consideration, the more we realised stopping it was the right thing to do,” he said.
“We care about what New Zealanders want and so the shift we’ve made reflects that.”
Ben Goodale, Managing Director .99 and justONE, said: “We want Kiwis to know they’re in charge, and can knock on Genesis Energy’s door as and when they want to.
“We hope our multi-channel integrated campaign will inspire New Zealanders to see that Genesis Energy really are in it for them, as they lead the way with this new approach.”
The campaign will be launched primarily via a new TVC, and supported through digital, press, in-mall, radio and direct channels.
The Genesis Energy Door Knocking Switch off TVC can be viewed here.
CREDITS
Client – Genesis Energy
Chris Watney, General Manager, Marketing
Sara Johnson – Marketing and Customer Communications Manager
Michael Summers-Gervais – Product and Customer Analytics Manager
Melissa Grantham – Marketing Manager
Jo Murphy – Brand Manager
Rupert Farrow – Head of Online
Roxann Tillie – Digital Marketing Executive
Agency -.99 and justONE
Kathryn Thomas, Managing Partner – Strategy
Jodene Murphy, Planning Manager
Craig Whitehead, Chief Creative Officer
Amy Watson, Managing Partner – justONE
Chris Long, Creative Group Head
Amy Cattanach, Art Director
Jon Tricklebank, Head of Design
Stu Hinds, Creative Director, justONE
Rachel Aikin, Group Account Director
Debra Ramsay – Account Director
Anna Hampton, Account Manager
Mel Coventry, Senior Account Director, justONE
Vicki O’Leary – Head of TV Production
Amanda Sasano – Motion Graphics Editor
Simeon Patience – Director, Photographer
Rebecca Piggins – Photography Producer
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