dm discovery bpost: presentation luminus

15 – Sept - 2011

A moving campaign

15 – Sept - 2011

A moving campaign in a commodity market

● Luminus & the energy market● Luminus

● Energy market

● Moments of truth

● Home move as a moment of truth● The package

● Pilot & roll out

15 – Sept - 2011

Luminus

● Energy market● Market opening in 2003● Dominant incumbent● Production – transport - sales

● Luminus● N° 2 with 20% market share● Vertical integration● Strong brand

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Brand awareness

92%88%

95%94%96%

91%94%

30%

40%

50%

60%

70%

80%

90%

100%

2008 (n=4000)

2009(n=4002)

2010(n=4008)

Q2 2010(n=1002)

Q3 '10 (n=1002)

Q4 '10 (n=1002)

Q1 '11 (n=1001)

Luminus

15 – Sept - 2011

DDB

● Partner in communication for 9 years● Responsible for brand foundations, brand building campaigns

and activation ideas● Guardian of the brand consistency/coherence between channels● Working on creative solutions for business issues

15 – Sept - 2011

Commodity market

● Only active sales works● Direct sales● Partner channels● Outbound telesales

● Low switching behaviour● Luminus : only 50.000 active

switchers in 2010

● no percieved alternative

● low commitment to change

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Commodity communication

Letter Predictor E-mailing Nessie 2

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Bonus Paper

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Brochure Comfort ServiceBill Stuffer Invoice

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But there are moments of truth

● New connection (+/- 150.000 / year)

● Yearly bill (1.5 milion Luminus bills)

● Home move (12% of Belgians move year after year)

15 – Sept - 2011

Home move as a moment of truth

● Brand and sales● Brand building : customer obsessed● Sales : contract

● 12% of the market● A rare moment of high involvement

● Be there first

● Dress to impress

● Cover the whole market

15 – Sept - 2011

Luminus● Cover the market

● Real estate agencies

● Web partnerships

● Targeted actions

● Dress to impress● Home move planner● Stickers ● CD ROM● Farde● contract

The Luminus dress to impress

● Respect positioning : Customer Obsessed

● Use Luminusiens who express the CO values through their actions.● They make the customer’s life easier

● Respect consistency

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15 – Sept - 2011

15 – Sept - 2011

● And the results of 2010 are …

15 – Sept - 2011

Brand and sales

● Impressive sales results● High share of prospects● High intention to use the contract among prospects● High measured conversion in pilot

● Excellent brand building results● 25% 72% on sympathetic

● 21% 61% on client focus

● 18% 59% on trust● The move program is now used in above communication

15 – Sept - 2011

The 2011 move program

Results ……Are being measured as we speak

● Radio

● Magazines

● SEO

● Adword buying

● Bannering

● Mailings

● Encarts

● Door to door● …

15 – Sept - 2011

Questions