Controlling The Weather AND Customer “Churn” – AGL Climate Control
The heart of this campaign was an unusual cruciform mailer that progressively delivered the following message as each leaf was opened (see the animation above):
Have you
ever wanted
to control
the weather?
Well, now you can!
With AGL’s Climate Control solutions being both on the higher end of the price scale and relatively unknown to the target market, the sequential nature of the mailer’s message ensured “read on” from consumers.
This was especially important as our intended recipients were, at the time, inundated with direct mail appeals for heating and cooling solutions each time they opened their letter boxes.
Also, despite the obvious short-term tactical considerations of “shifting units”, the Climate Control campaign was also envisaged as a crucial step in building a strong long-term bond with high-value customers.
In view of the then looming “contestability” of residential customers for both gas and electricity supply, it was a task crucial to AGL’s long-term survival.
By persuading customers to commit to the long-term investment of a Climate Control system purchased using an AGL finance plan (built into their energy bills), we hoped to engender a natural inertia that might counteract the expected customer-base “churn” associated with the arrival of new entrants in the energy market.