Powergen ‘Puzzle’ DM

This simple, impactful retention communication was created for Powergen in response to electricity deregulation, and the ensuing threats from their competitors.

The Brief

When electricity deregulation came into force, Powergen  faced a new threat from competitors approaching their customers with a variety of special offers to encourage them to switch. The brief, therefore, was to develop a retention communication to reassure customers that they are already receiving the best prices and service from Powergen and therefore don’t need to do a thing.

The Solution

Since customers were about to be inundated with material from suppliers we felt it was important to create a very simple, impactful communication.

Our mailer tasks the customer with ‘Something to puzzle over’ on the outer.

The front of the mailer then poses the question: ‘How can you save money by doing nothing?’.

On opening the mailer the customer discovers that it’s a puzzle – something to occupy them while they’re doing nothing/saving money as a Powergen customer.

This physically demonstrates to the customer that they don’t need a thing to enjoy low prices: no new suppliers to compare, no forms to fill in, no contracts to complete. The strength of this execution is that, unlike most Direct Mail, it is beautifully simple and involves no ‘work’ on the recipient’s part, other than to complete the puzzle if they so desire.