15 – Sept - 2011
A moving campaign
15 – Sept - 2011
A moving campaign in a commodity market
● Luminus & the energy market● Luminus
● Energy market
● Moments of truth
● Home move as a moment of truth● The package
● Pilot & roll out
15 – Sept - 2011
Luminus
● Energy market● Market opening in 2003● Dominant incumbent● Production – transport - sales
● Luminus● N° 2 with 20% market share● Vertical integration● Strong brand
15 – Sept - 2011
Brand awareness
92%88%
95%94%96%
91%94%
30%
40%
50%
60%
70%
80%
90%
100%
2008 (n=4000)
2009(n=4002)
2010(n=4008)
Q2 2010(n=1002)
Q3 '10 (n=1002)
Q4 '10 (n=1002)
Q1 '11 (n=1001)
Luminus
15 – Sept - 2011
DDB
● Partner in communication for 9 years● Responsible for brand foundations, brand building campaigns
and activation ideas● Guardian of the brand consistency/coherence between channels● Working on creative solutions for business issues
15 – Sept - 2011
Commodity market
● Only active sales works● Direct sales● Partner channels● Outbound telesales
● Low switching behaviour● Luminus : only 50.000 active
switchers in 2010
● no percieved alternative
● low commitment to change
15 – Sept - 2011
Commodity communication
Letter Predictor E-mailing Nessie 2
15 – Sept - 2011
Bonus Paper
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Brochure Comfort ServiceBill Stuffer Invoice
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But there are moments of truth
● New connection (+/- 150.000 / year)
● Yearly bill (1.5 milion Luminus bills)
● Home move (12% of Belgians move year after year)
15 – Sept - 2011
Home move as a moment of truth
● Brand and sales● Brand building : customer obsessed● Sales : contract
● 12% of the market● A rare moment of high involvement
● Be there first
● Dress to impress
● Cover the whole market
15 – Sept - 2011
Luminus● Cover the market
● Real estate agencies
● Web partnerships
● Targeted actions
● Dress to impress● Home move planner● Stickers ● CD ROM● Farde● contract
The Luminus dress to impress
● Respect positioning : Customer Obsessed
● Use Luminusiens who express the CO values through their actions.● They make the customer’s life easier
● Respect consistency
15 – Sept - 2011
15 – Sept - 2011
15 – Sept - 2011
● And the results of 2010 are …
15 – Sept - 2011
Brand and sales
● Impressive sales results● High share of prospects● High intention to use the contract among prospects● High measured conversion in pilot
● Excellent brand building results● 25% 72% on sympathetic
● 21% 61% on client focus
● 18% 59% on trust● The move program is now used in above communication
15 – Sept - 2011
The 2011 move program
Results ……Are being measured as we speak
● Radio
● Magazines
● SEO
● Adword buying
● Bannering
● Mailings
● Encarts
● Door to door● …
15 – Sept - 2011
Questions
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