How does a household appliance fit in with Eneco’s sustainable strategy? How can we position it in a new emerging competitive field? When does technique become emotionally relevant and accessible? Is there a successful business model in this product category, which is unknown to us?
How did we help?
With the Proposition Propellor (Design Thinking): Following desk research we went ahead with Qualitative Research Plus and set up Consumer Insight Sessions. To make full use of the business model’s potential our Business Creatives developed several propositions in Ideation, in which, depending on the chosen promise, a mix of features was optimized. We identified primary target groups and presented the propositions we developed in qualitative research. The resulting consumer insights helped us finetune the proposition, perfectly in line with Eneco’s sustainable brand positioning.
Our Business Creative developed a clear-cut product promise for this new product: insight. We developed an appealing name and transformed the rational, technical Display to the sympathetic and sustainable character Toon®. Toon gives you insight. It shows your consumption. Toon® was unique with its new business model: a monthly contract. This way Eneco benefits from a stable flow of income, creating lock-in and strengthening the bond with the customer.
What was the result?
Toon® was awarded an Effie in 2013. The jury: a new product as new business model that was developed from the brand’s WHY and communicates Eneco’s brand promise! Convincing results, not just in terms of relevance and sales, but branding as well!
Great creative work, from name development to design language based on insights. A clear strategy that fits with the brand strategy and isn’t a stand-alone campaign.
“Working with the USP Company is like a breath of fresh air to us. The agency is not only capable to think along strategically with our business (marketing & sales) but also to deliver creative propositions which can be directly implemented. The USP Company is able to show added value in many layers of the company. People really like to work with them and several propositions (read: successes) have been successfully launched. For the Toon proposition as well as the proposition for HollandseWind they quite rightly won an Effie.”
Erik van Engelen – Consumer Director