So instead of telling customers to change, we partnered with Big Potato Games and made changing the fun option.
The insight was simple: a board game night already does what E.ON Next was asking for. It turns off the TV. It keeps people in the room together. It turns peak energy hours into something worth doing. So instead of telling customers to change, we partnered with Big Potato Games and made changing the fun option.
The campaign ran in two phases. Phase one launched it: celebrity influencers seeded the partnership while we built digital assets and CRM around prizes, game discount codes and the Next Smart Saver tariff. Phase two kept it going for four months, handing over to mid-tier influencers who reached the places celebrity reach doesn't.
In January we took it offline with a two-day board game café. 94% of tickets sold. 99% of attendees reported a positive experience. 53% of non-customers said they were seriously considering switching.
Nearly 6 million views across influencer content. 4% webpage-to-quote conversion. Email drove 93.7% of prize draw entries.
