Love may be blind, and EDF’s marketing progress noteworthy, but it is hard to imagine any outpouring of affection being returned by consumers any time soon. Following our interview, it subsequently emerged that EDF has withdrawn the existing version of BPP from sale because a ‘surge in demand’ meant the cap on the number of customers the tariff can support had almost been reached. To support this level of activity, Stead is expanding his marketing team from to people and hiring a new head of direct marketing. Become a Campaign Member. Zingy is based on the YouTube sensation ‘dancing robot’ character Keepon, which has been licensed to the brand, and dances in the ads to a range of 80s pop hits.
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We knew we had to be smart,’ he adds.
EDF introduced its dancing brand character, Zingy, to coincide with the launch of its ‘Feel better energy’ brand positioning in April. Despite the need to drive profits, EDF hopes to reassure consumers of its pledge to offer ‘fair value’ through the ‘Our Customer Commitments’ scheme it launched in March. This, he believes, proves its success is ‘about more than price’.
The price freeze, a ‘multimillion-pound commitment’, was rewarded with customer loyalty; EDF’s customer account numbers also surged bylast summer. Stay zlngy in for 30 days. To support this level of activity, Stead is expanding his marketing team from to people and hiring a new head of direct marketing.
EDF Energy’s character Zingy brings some ‘Feel Better Energy’ to Brighton Pride | EDF Energy
Love may be blind, and EDF’s marketing progress noteworthy, but it is hard to imagine any outpouring of affection being returned by consumers any time soon. Such an ambition seems most unlikely, ef the discontent, if not contempt, consumers have shown in the face of repeated energy price increases.
Following our interview, it subsequently emerged that EDF has withdrawn the existing version of BPP from sale because a ‘surge in demand’ meant the cap on the number of customers the tariff can support had almost been reached. School Reports The A List Future of branded experiences Campaign50 The energy supplier’s marketing director wants to instil love and two-way loyalty in its relationship with its customers.
EDF played the long game with its Olympics tie, launching Team Green Britain in to combat the huge spending power of other sponsors.
EDF Energy Zingy
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Preparing for a three-week trek in Nepal with Sherpas. In March, statutory consumer organisation Consumer Focus awarded EDF an ignominious zero-rating for its performance in the last three months ofafter its research found it was the most complained-about energy firm, with The brand was the only major energy supplier not to raise prices during the coldest winter on record, despite all the big six predicting harsh conditions through long-term weather-forecasting systems.
According to one source, the marketing team had hoped the tariff would be on offer for longer, but company bosses decided it was losing too much money. Its high-profile ‘Feel better energy’ campaign, featuring dancing brand character Zingy, proved an instant hit see ‘The Campaign’, below. We are inundated with fan mail and requests for people to have their own Ecf – people are even starting petitions for us to start selling toys.
EDF now claims fans are clamouring for the character to be released as a toy, zinggy like Comparethemarket.
EDF Energy’s Martin Stead on brand love, Zingy and being outgunned by rivals
However, Stead insists marketing spend is not an issue when EDF’s low-carbon nuclear energy offering means it genuinely has ‘better’ energy through which it can create an emotional connection with customers. EDF claims market leader British Gas outspends it three to one in terms of above-the-line activity.
In addition, the aggressive acquisition drive coincided with a meltdown at its call centres caused by the implementation of a new system. EDF launched the nuclear-backed BPP tariff in April, with the proposition that it would be one of the best fixed rates in the market, offering low-carbon energy without the usual price premium.
Nonetheless, the scale of the marketing investment behind the product has certainly played its part in helping EDF acquire customers. Right now we are experiencing one or two call-volume issues, which means there is a longer waiting time than we would normally like,’ he adds.
He reels rdf several statistics to prove that the ‘Feel better energy’ positioning for BPP is hitting the mark. Not to be deterred, the company’s continued customer-acquisition push can be explained by its ambitions to make its supply business profitable. The lack of ‘firepower’ also applies to its rivals in the energy sector: However, zungy are signs that this increased focus on marketing and customer acquisition has been outpacing the company’s capacity.
EDF Energy “Zingy” by Abbott Mead Vickers BBDO
Stead admits the transition to the new system ‘has been a bit painful’ and the company is falling short of levels of service its customers should expect. Become a Campaign Member. Stead says Xingy sponsorship of London provided it with the unique opportunity to offer customers ‘money zinvy buy’ prizes, including a ride on the London Eye attraction with former Olympic rower James Cracknell. The company hopes to drive further loyalty through its ‘Thank yous’ programme, which gives every customer the chance to enter a monthly prize draw.
Zingy is based on the YouTube sensation ‘dancing robot’ character Keepon, which has been licensed to the brand, and dances in the ads to a range of 80s pop hits.