ScottishPower has launched a campaign microsite, www.scottishpower.co.uk/perfectmatch, and digital support activity for its new Perfect Match service.
ScottishPower’s Perfect Match service is essentially a way to match consumers with their perfect energy package – think of it as an energy dating facility
LEWIS Creative Consultants, worked alongside creative agency Newhaven to develop a digital strategy that would support their TV, radio, press and outdoor advertising and with D8 who created the Perfect Match brand for ScottishPower.
Online, LEWIS developed a microsite and quiz-based application which recommends the perfect energy deal for each user, based on the answers they provide to a set of profiling questions.
LEWIS was keen for the microsite to act as more than just a sales tool by offering a more engaging brand experience.
Throughout the campaign advertising, some of ScottishPower’s now familiar appliance characters are ‘coupled-up’ in order to promote the Perfect Match message.
The microsite takes these relationships a step further by inviting users to meet the couples and share their interests through Facebook and Last.fm.
The Facebook and Last.fm activity develops the couples’ personalities by providing interesting and useful content through music, energy and topical messages; creating a network of people connected to the ScottishPower brand through its characters.
Traffic-driving to the microsite is also assisted by a digital advertising campaign developed by LEWIS to follow the themes of the television advertising created by Newhaven.
It’s hoped that, through targeted engagement, ScottishPower’s Perfect Match service will help to improve customer retention and acquisition and increase brand awareness beyond the launch campaign.
Paul Giblin, Digital Marketing Manager at ScottishPower, comments: “The online ‘Perfect Match’ service provides a deeper way for us to engage with customers. Everyone should have an energy deal that’s a perfect match for them and we want to ensure that we identify the needs of our customers before matching them with their perfect product. The light-hearted online approach allows us to do this in a warm and engaging way. ”
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