Dm Discovery bpost: Presentation Luminus

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DM Discovery: Presentation luminus: Cuckoo 2011 - A moving campaign. Speakers: Marc Caes & Muriel Segers

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Dm Discovery bpost: Presentation Luminus

  1. 1. A moving campaign 15 – Sept - 2011
  2. 2. A moving campaign in a commodity market <ul><li>Luminus & the energy market </li></ul><ul><ul><li>Luminus </li></ul></ul><ul><ul><li>Energy market </li></ul></ul><ul><ul><li>Moments of truth </li></ul></ul><ul><li>Home move as a moment of truth </li></ul><ul><ul><li>The package </li></ul></ul><ul><ul><li>Pilot & roll out </li></ul></ul>15 – Sept - 2011
  3. 3. Luminus <ul><li>Energy market </li></ul><ul><ul><li>Market opening in 2003 </li></ul></ul><ul><ul><li>Dominant incumbent </li></ul></ul><ul><ul><li>Production – transport - sales </li></ul></ul>15 – Sept - 2011 <ul><li>Luminus </li></ul><ul><ul><li>N° 2 with 20% market share </li></ul></ul><ul><ul><li>Vertical integration </li></ul></ul><ul><ul><li>Strong brand </li></ul></ul>
  4. 4. Brand awareness 15 – Sept - 2011
  5. 5. DDB <ul><ul><li>Partner in communication for 9 years </li></ul></ul><ul><ul><li>Responsible for brand foundations, brand building campaigns and activation ideas </li></ul></ul><ul><ul><li>Guardian of the brand consistency/coherence between channels </li></ul></ul><ul><ul><li>Working on creative solutions for business issues </li></ul></ul>15 – Sept - 2011
  6. 6. Commodity market <ul><ul><li>Only active sales works </li></ul></ul><ul><ul><ul><li>Direct sales </li></ul></ul></ul><ul><ul><ul><li>Partner channels </li></ul></ul></ul><ul><ul><ul><li>Outbound telesales </li></ul></ul></ul>15 – Sept - 2011 <ul><li>Low switching behaviour </li></ul><ul><ul><li>Luminus : only 50.000 active switchers in 2010 </li></ul></ul><ul><ul><li>no percieved alternative </li></ul></ul><ul><ul><li>low commitment to change </li></ul></ul>
  7. 7. Commodity communication 15 – Sept - 2011 Letter Predictor E-mailing Nessie 2
  8. 8. 15 – Sept - 2011 Bonus Paper
  9. 9. 15 – Sept - 2011 Brochure Comfort Service Bill Stuffer Invoice
  10. 10. But there are moments of truth <ul><li>New connection (+/- 150.000 / year) </li></ul><ul><li>Yearly bill (1.5 milion Luminus bills) </li></ul><ul><li>Home move (12% of Belgians move year after year) </li></ul>15 – Sept - 2011
  11. 11. Home move as a moment of truth <ul><li>Brand and sales </li></ul><ul><ul><li>Brand building : customer obsessed </li></ul></ul><ul><ul><li>Sales : contract </li></ul></ul>15 – Sept - 2011 <ul><li>12% of the market </li></ul><ul><ul><li>A rare moment of high involvement </li></ul></ul><ul><ul><li>Be there first </li></ul></ul><ul><ul><li>Dress to impress </li></ul></ul><ul><ul><li>Cover the whole market </li></ul></ul>
  12. 12. Luminus <ul><li>Cover the market </li></ul><ul><ul><li>Real estate agencies </li></ul></ul><ul><ul><li>Web partnerships </li></ul></ul><ul><ul><li>Targeted actions </li></ul></ul>15 – Sept - 2011 <ul><li>Dress to impress </li></ul><ul><ul><li>Home move planner </li></ul></ul><ul><ul><li>Stickers </li></ul></ul><ul><ul><li>CD ROM </li></ul></ul><ul><ul><li>Farde </li></ul></ul><ul><ul><li>contract </li></ul></ul>
  13. 13. The Luminus dress to impress <ul><li>Respect positioning : Customer Obsessed </li></ul><ul><li>Use Luminusiens who express the CO values through their actions. </li></ul><ul><ul><li>They make the customer’s life easier </li></ul></ul><ul><li>Respect consistency </li></ul>15 – Sept - 2011
  14. 14. 15 – Sept - 2011
  15. 15. <ul><li>And the results of 2010 are … </li></ul>15 – Sept - 2011
  16. 16. Brand and sales <ul><li>Impressive sales results </li></ul><ul><ul><li>High share of prospects </li></ul></ul><ul><ul><li>High intention to use the contract among prospects </li></ul></ul><ul><ul><li>High measured conversion in pilot </li></ul></ul>15 – Sept - 2011 <ul><li>Excellent brand building results </li></ul><ul><ul><li>25%  72% on sympathetic </li></ul></ul><ul><ul><li>21%  61% on client focus </li></ul></ul><ul><ul><li>18%  59% on trust </li></ul></ul><ul><ul><li>The move program is now used in above communication </li></ul></ul>
  17. 17. The 2011 move program <ul><li>Results … </li></ul><ul><ul><li>… Are being measured as we speak </li></ul></ul>15 – Sept - 2011 <ul><ul><li>Radio </li></ul></ul><ul><ul><li>Magazines </li></ul></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Adword buying </li></ul></ul><ul><ul><li>Bannering </li></ul></ul><ul><ul><li>Mailings </li></ul></ul><ul><ul><li>Encarts </li></ul></ul><ul><ul><li>Door to door </li></ul></ul><ul><ul><li>… </li></ul></ul>
  18. 18. <ul><li>Questions </li></ul>15 – Sept - 2011

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