ENTEGA electricity direct mail case study

German ecological electricity supplier ENTEGA had guaranteed its prices until 2009 but knew that it would eventually have to raise them.

It wanted to retain its customer base and convince them of the long-term benefits of sustainable energy, so agency OgilvyOne Worldwide decided to demonstrate the ecological benefits of being an ENTEGA customer.

The firm’s customers emit 80 litres less CO2 per hour – the exact volume of a standard German bin bag – and to make the abstract benefits to the environment more tangible, one of these was mailed to each of its customers along with a supporting letter.

By showing consumers exactly how much they reduced their carbon footprint by using ENTEGA energy, the firm saw a 17% leap in phone enquiries about its services; the company not only kept existing customers on board but also attracted new business. Plus the campaign operated as outdoor media and sent out a recyling message as well.