Few people switch energy supplier, even if it saves them money. So to get the attention of an unengaged audience about EDF Energy’s new low-cost energy offer, we devised a die-cut mailer that could be used as a fun mask of the brand’s well-known mascot Zingy riding on the back of a basset hound (as seen in the TV commercial).
The mailer doubled the expected response rate with 5,686 new household energy accounts and an ROI of £356,000 – a three-fold improvement on earlier campaigns. Unexpectedly, it became a hit on Instagram, Twitter and Facebook, with people posting photos of themselves wearing the mask, including some British TV celebrities. The mask reached 1,086,610 people on social media with a value of £1.64m in free media.