RSVP Awards

Meridian Energy is a major New Zealand electricity supplier with Christchurch being one of its core markets of medium-to-high value customers. Competitor Contact Energy was aggressively door-to-door selling to Meridian customers with a sharp pricing offer that did not include GST. Rather than hitting back on price and risking a price war, a daring retention campaign was launched that turned the spotlight on ‘dodgy pricing offers’, using a humorous public awareness approach through press, radio and statement inserts. The results were spectacular – customer churn dropped sharply over the six weeks by an average of 40% for the campaign period, while new customers acquired actually increased sharply.