New Zealand is the third most competitive energy market in the world, with churn of over 20% every year. Mercury had to do something different to engage with customers, so they developed GEM, the Good Energy Monitor, to help customers understand and manage their usage. How could we launch this complex proposition in a user-friendly way?
We used recognisable everyday situations to illustrate how difficult life would be if we had to buy all our everyday items in the same way that we buy power – i.e. without knowing the cost. By setting up the consumer painpoint in this way, we got immediate cut-through with our audience.
GEM’s launch exceeded target by 100%. Customers now believed Mercury was innovative and genuinely different to all its homogenous competition. More importantly, after just 3 months, over one third of customers signed up and were engaged with GEM. And more than 60%* said they are far less likely to consider switching. Even 60% of non-customers said they wanted Mercury to get in touch with them.*
*Colmar Brunton research