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Put Your Ass Online

Scottish & Southern Energy

Issue 8 | September 2008

Background

Scottish Hydro Electric, part of Scottish and Southern Energy (SSE), embarked on a brand awareness and targeted acquisition campaign initially within the Central Belt of Scotland (later UK) across a wide range of media. An online test was planned with the objective of gathering warm leads online. Despite using email to communicate with existing customers, this was the first time SSE had decided to test the online channel for lead generation.

The energy market continues to be dominated by price. The agency’s objectives were to communicate Scottish Hydro Electric’s price advantage, deliver an opt-in email list of warm prospects in the Central Belt of Scotland, increase brand awareness, translate Scottish Hydro Electric’s distinct and challenging personality online and deliver better CPR.

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