South East Water

A case study for South East Water

Strapline:  'Soak yourself in over £500 of savings!'

Campaign Brief: 

To convert existing/new South East Water residential customers to payment by Direct Debit. Campaign was communicated in 2 ways:
1) via customer monthly or quarterly statements (A5 insert)
2)  through call centre customer service operatives.

Campaign Key Objectives:

• To build and strengthen further South East Waters brand recognition.
• Inspire customers with eye-catching graphics that appeal to the target groups.
• Key focus on demographically sectioned target audience in South East of England.
• Feature a wide range of offers that both need to provoke an immediate consumer call to action and have the impact to fulfil campaign objectives.

Counterpoints Incentive Solution:

Using supplied brand guidelines; Counterpoint’s approach was to create promotional A5 booklet of offers, which featured appropriate lifestyle images and vouchers for each designated offer.

Targeted offers included FREE hotel accommodation, £5 Brewers Fayre vouchers, FREE family fun days out, 2 for 1 Golf, South East Water Travel Club, FREE weekend pass at Fitness First health clubs and discounted cinema tickets.

Results:

South East Water were so pleased with the number of conversions to payment by direct debit that they decided to repeat the promotion during 2007.