Help us find a new brand positioning. Which role will Oxxio take on to achieve growth in the coming years? What will be our brand promise? Give Oxxio its own unique place in Eneco’s portfolio.
How did we help?
We interviewed Eneco and Oxxio’s most important stakeholders. In workshops with the core team we gave feedback on the interviews and developed a Long Term Goal. Also, we organised a Portfolio Scenarios workshop. From consumer and business insights we worked on a new portfolio classification. And we created opportunities for inflow and retention in a Value Proposition workshop.
In our Ideation phase the Business Creatives took over from the core team and autonomously developed new propositions. By means of our Qualitative Research Plus we tested our scenarios on consumers who were not Oxxio customers. The conclusions were used to further finetune the best scenario. At the heart of our advice was that Oxxio should go App Only. This new and fully-fledged positioning was presented to Oxxio and Eneco’s core team.
What was the result?
The new Oxxio campaign works. Message: Nowadays electricity and gas can be obtained much easier and therefore cheaper. As a result of fully committing to mobile services, Oxxio saves costs and can offer its customers more convenience.
In 2016 Oxxio won Pricewise’s gold energy award for being best energy provider of The Netherlands with best price & quality.
“Within a short period of time the Business Creatives form The USP Company managed to find a place in Eneco’s portfolio for the Oxxio brand. They came up with a well thought through brand positioning which I used in my search for an advertising agency that could develop the new campaign. It’s always nice to work with these guys because of their ever present passion for solving the problem.”
Jan Paul van Heemskerck van Beest – Commercial Director a.i.