Kustom Konnections - Genesis Energy
RSVP Craft Winner, Best Use of Mail
Issue 18 | March 2011
Agency
DraftFCB
Production Team
Zel Lazarevich, Tony Clewett, Rob Banks, Laura Goldie, Jared Isle, Bex Wells, Matt Scott
Other Credits
Annabelle Fowler, Anna Marshall, Sumi King
Background
For Genesis Energy, attracting builders, electricians and gasfitters/plumbers opens up a healthy revenue stream for multiple new connections.
Launching an online rewards programme that incentivised these connectors to ‘pick up a little extra on the job’ through direct mail allowed Genesis to dramatically grab the attention of this highly targeted audience.
Idea
Hand-made hammers, saws, wrenches and pliers were covered in papier-mâché dollar bills and then photographed.
Three levels of DM pack sent out. Electricians received a low value pack, gas fitters and builders received a medium value pack and the top 20 builders received a high-value pack (a life size papier-mâché saw) – something guaranteed to be the talk of the building site that day.
Results
By personalising each mailing to the type of trade the recipient was involved with, new electricity connections were increased by 10.28%.