Worldwide Partners Inc. | The Holdovers

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The Holdovers

Client

Champion Energy Services

Location

United States

Agency

Proof Advertising

Campaign Elements

Broadcast - Television
Digital Media Planning & Buying
National Media Planning & Buying
Out of Home Advertising
Social Media
Video

Project Overview

As a regional energy provider based in Texas, Champion Energy’s challenge was disrupting a category that was stuck in the status quo. A majority of customers treat their utilities as “set it and forget it,” lacking motivation to evaluate their options and find the best deal. Despite having better pricing and service than the heavyweights in the category, Champion was getting ignored. The strategic nugget became clear; there is a better way than being set in your ways.

Details

Enter “The Holdovers,” a family so stuck in their ways that they couldn’t see the obvious benefits of choosing a better energy provider. We launched a campaign featuring The Holdovers to show that being a holdover is no way to live. With TV, OLV, OOH and digital/social as touchpoints, we sparked customers to rethink how they viewed utilities. We even targeted our digital media at customers who exhibited some form of holdover behavior, such as having an AOL email address or a landline.

Within the first days of launch, Champion saw a 50% increase in site visits to the registration page, as well as the two highest days of new sign ups. The work also increased “Motivation to Consider” by 56% and “Goodwill toward the brand” by 93%.