Client

Brief

As a roster marketing agency for Powergen (now E.ON) since 1991, Freestyle were asked to define the optimum identity for the Age Concern Energy Services (ACES) affinity scheme, and to provide all the support material for the launch in September 1999.

Market research showed the need for a significant savings message before people would even consider switching energy supplier.

However, recognising that the majority of the target audience had already had the opportunity to switch and make significant savings, it was the added benefits of the proposition which would provide the trust and reassurance to encourage potential ACES customers to actually take up the offer.

The proposition needed therefore to be positioned as an offer tailored to the needs of elderly customers by two trusted organisations: Age Concern and Powergen. Powergen is the energy supplier and Age Concern is the guardian of honesty and customer care.

Results

Calcraft Buck research showed a generally positive response to the launch support material - direct markeitng, advertising and sales promotion - designed by Freestyle Marketing Communications, which was seen as clear, easy to read, straightforward and to the point. In addition, it was also seen as visually appealing, eye catching and well branded.

The ACES launch took place in September 1999; currently there are over 200,000 customers, and Freestyle Marketing are still providing marketing support.