New Zealand is the third most competitive energy market in the world, with churn of over 20% a year. Mercury knew it had to do something different to engage with customers. So they developed GEM, the Good Energy Monitor, which would help customers understand and manage their usage for the first time. How could we launch GEM in this low-interest category, bringing it to life and driving sign-ups?
GEM’s sophistication created a challenging and complex proposition. So we decided to use recognisable 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 exceeeded target by 100%, with customers saying they genuinely believed Mercury was innovative and different to all its homogenous competition. After just 3 months, over one third of customers signed up to 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!