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Feel Loved Again:
OVO Energy, Ektron, and making your customers feel loved.
Hello
Dave
Malins
Technical
Manager
Nathan
Fulwood
Business
Development
Director
Michelle
Brien
DigitalManager
OVOenergy
https://vimeo.com/98152357
Who loves their energy company?
Hands up
Bad press
“Big Six Energy companies
are trusted less than bankers
and used car salesman”
there’s not a lot of love out there
• Relationships going wrong.
• Complaints about the relationship,
no-one complains about the
quality of the actual gas or
electric.
Realise & OVO - Feel Loved Again (Ektron case study)
Become the #1 challenger to the BIG 6
The brief
Realise & OVO - Feel Loved Again (Ektron case study)
So we wrote our own
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Our URL strategy
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
Realise & OVO - Feel Loved Again (Ektron case study)
http://vimeo.com/84986737
How we built it
Strategy
IA,UX&Design
FlatHTML
build
Ektron
build
Golivev1
Golivev2
Our approach
Realise & OVO - Feel Loved Again (Ektron case study)
Ektron build
Page Builder
Ektron build
Uber widget
Back to the brief
Realise & OVO - Feel Loved Again (Ektron case study)
https://www.youtube.com/watch?v=kuslbNQnshw
TV ad
Social Campaign
https://www.youtube.com/watch?v=o4IGMt-qUpk
Results
Conversion
Q1 2013 vs Q1 2014
Quote & Switch
Conversion
0.98%
(0.26% in ‘13)
Higher conversions Greater potential leadsMore prospects
Visitors
1.1M
(up 217%)
New Visits
57.3%
(40.0% in 13)
NOT
ENOUGH!
MORE!
Engagement doesn’t happen overnight
https://www.youtube.com/watch?v=S6j4qcD1fe4#t=20
Relational marketing
Deeper integration
It worked for Amazon
Businesses that are able to rapidly respond
to visitor behaviors will create the best online
experiences – and will earn valuable equity
with their customer base.
– Jeff Bezos - Amazon
“
and Google
Get right up to the creepy line and don’t cross it
– Eric Schmidt- Google
“
Personalisation via Content Targeting
“I make movies for the masses,
but I talk with them one at a time.”
– Steven Spielberg
Conversion Funnel
A/B Testing Scenarios
A/B Testing Scenarios
Switch now >
Summary
Know
your site’s
purpose
Understand
your
audience
Be ruthless
with your
content
Measure
everything
A solid site is a
great platform
for the bells and
whistles
Realise & OVO - Feel Loved Again (Ektron case study)
“The face of marketing and customer service may have
changed dramatically during the past decade, but some
things remain consistent—such as the heart of the consumer.
Real people are still the end users, not programs or bots…
That’s why effective marketing requires the human touch.
We are wired to crave relationships: real connections with
fellow human beings. But so far, there isn’t an intelligent,
automated tool that’s been invented to provide all the flexibility,
sincerity, warmth and genuine care consumers relate to.”
http://www.benchmarkemail.com/blogs/detail/online-marketing-tips-the-human-touch-in-the-digital-age)
A BIG Thanks to...
Questions?
Guess their Age
http://guesstheirage.co.uk/

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