Newco - A new energy company

Drax

Project details:

Client: Newco

Proposition: A brand new Yorkshire based energy company: Creative concepts and themes for market research focus groups.

Brief:

Is there space for a new player in the energy market to compete with any of the 'big six'.

Objectives:

To assess the likely appeal of the draft propositions from Newco in domestic energy supply.

To optimise the consumer propositions, learning which benefits, features and brand equities are most likely to drive success.

To identify the aspects of any proposition most appealing to different behavioral groups to help inform the development of optimal marketing approaches for recruitment, ‘closure’ and retention.

To investigate different aspects of ‘Yorkshire-ness’ and the relevance and appeal of such aspects to the proposition.

Creative:

We presented a number of different ‘adcepts’ reflecting 4 underlying proposition areas.

- Established

- Warm service

- Easy

- different

Executed with a variety of brand names; Yorkshire Energy and alternatives being used.

Results:

Awaiting results and feedback from the focus groups

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