Feeling the good energy with Mercury

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Mercury had developed GEM, the Good Energy Monitor, to help customers understand and manage their usage. But how could we launch this complex proposition in a user-friendly way?

We worked with Mercury’s agency partners to use recognisable, everyday situations to illustrate how difficult life would be if we had to buy everything in the same way we buy power – i.e. without knowing the cost.

An integrated launch

GEM was launched with TV, while billboards, press and social media amplified reach. Direct mail, customer bill inserts and emails supported sign-up and usage, and a video diary on social added a human touch. We also created an internal campaign to launch GEM to staff.

Exceedingly good results

The launch of GEM exceeded its target by 100%, with over one third of customers signed up and engaged after just 3 months. Over 60% said they were less likely to consider switching – and even 60% of non-customers said they wish Mercury would get in touch with them.