Kinetic Energy Case Study
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Transcript of Kinetic Energy Case Study
CASE STUDY
KINETIC ENERGY CASE STUDY
kinetic energyTM
GOAL
Introduce the brand from scratch. Migrate the
consumer mindset from, “It’s not electricity I
want”, to...“It’s Kinetic Energy that I need.”
ASSIGNMENT
Develop Kinetic Energy’s corporate identity, in-
troduce the brand as belonging to the community
it serves, increase awareness and meet pre-set
goals for growing the customer base.
BACKGROUND
Kinetic Energy was a one-year-old electricity re-
seller serving the state of Texas when they came to
Vendor Inc. to help build awareness and define the
brand.
The electricity reseller market is highly competitive
in Texas, with 48 companies reselling electricity off
the electric grid. These companies do not gener-
ate electricity, nor do they repair electricity delivery
problems.
Not only is their offering a commodity, it is the ex-
act same product offered by their competitors.
Kinetic Energy competes in a marketplace where
the incumbent electricity generators (TXU, Reliant,
etc.) have boundless marketing communications re-
sources and a commanding market share.
The category leaders retain a 50% share of all cus-
tomers who have never switched, or do not intend
to switch providers. This leaves nearly 50 brands
competing for less then 50% of available market
share. This presents quite a challenge to differenti-
ate and stand out in the market.
Additionally, among the 50% share that is at play,
the category has always been driven by price and
little else.
kinetic energyIT’S ELECTRIC OUT THERE.kinetictx.com
TV
Online
Events
kinetic energyIT’S ELECTRIC OUT THERE.
Fan Page
kinetic energyIT’S ELECTRIC OUT THERE.kinetictx.com
kinetic energy
proudly presents:
WOO-OGGLING
We believe in the incredible energy that’s generated when people come together.
When people share their ideas and dreams; when they make their community a better
place, they’re creating positive “kinetic” energy. Of course, being an company called
Kinetic Energy, we want to tap into, support and even help create some of this good
community “energy.” Woo-oggling: v. - pronounced; woo-og-gl-ing: when a group
of friends splash around in various mud puddles throughout the community while
filming and then sharing said puddle-splashing on kinetictx.com. - A community is a
body that possesses tons of positive energy. Please join us at kinetictx.com to learn
more about woo-oggling and other fun, helpful and slightly silly community activities.
We’re Kinetic Energy. We’re going to be the first electric company you actually LIKE!
IT’S ELECTRIC OUT THERE.
kinetictx.com.
Events
Radio
Sadly, we had one customer complaint last year. kinetic energy kinetic energy
01 02 03 060504SIGN UP NOWCOMMUNITYENERGY PLANSABOUT US GO GREEN SUPPORT
©2010 Kinetic Energy
LET’S COME TOGEThER ANd CREATE SOME ENERGY.ThErE’s a loT of powEr ouT ThErE: in EvEry TExas
communiTy; in barbEr shops, coffEE shops, churchEs
and school board mEETings. iT’s anywhErE pEoplE arE
sharing idEas, hopEs and drEams. This is ThE rEal
EnErgy of TExas. wE providE anoThEr Kind of EnErgy,
sEcond bEsT To yours. iT flows Through your lifE
rEliablE and unchanging. wE’rE a small ElEcTrical
providEr, buT wE’rE powErful; powErful bEcausE wE
cElEbraTE and arE connEcTEd To TExas communiTiEs.
wE’rE KinETic EnErgy. wE’d liKE To bE your ElEcTrical
providEr bEcausE, IT’S ELECTRIC OUT ThERE.
RESIdENTIAL COMMERCIAL
energy energykinetic
wElcomE SCOTT | my accounT | languagE | hElp
EASY SIGN UP
Dude, I Flogatillied with my girlfriend and six of her best friends yesterday and it was insane. (I’ll never look at a kazoo quite the same way.)
kinetic energy kinetic energy
Find out more ways to do good and be a bit silly at kinetictx.com
It’s electric out there.
kinetic energy kinetic energy
First comes the shower, then comes the Woo-oggling. Click here to find out more things to jump into.
It’s electric out there.
kinetic energy kinetic energy
Get green energy for the same price as conventional energy.
It’s electric out there.
kinetic energyTM
is proud to admit that we’re Texas’
Second beSt
energyWe believe in the incredible power that’s
generated when people come together. And
there’s a lot of power out there - in every
Texas community; in barber shops, coffee shops,
churches and school board meetings. It’s
anywhere and everywhere people are coming
together to share ideas, hopes and dreams.
That’s the real energy of Texas. We provide
another kind of energy, second best to “yours.”
t flows through your life, reliable and unchanging.
We’re a small electrical provider, but we’re
powerful. Powerful because we celebrate and
are connected to Texas communities. Let’s come
together and create some energy. We’re Kinetic
Energy and we’d like to be your electric provider.
www.KineticTx.com
PUCT REP Certification No. 10138
It’S eLectrIc oUt tHere!
Get green energy for the same price as conventional energy.
kinetic energy kinetic energy
It’s electric out there.
If you’re going to Obdowl in your neighbor’s front yard, for goodness sake, do it loudly.
kinetic energy kinetic energy
It’s electric out there.
THE CHALLENGES
Create a brand out of a company that had little his-
tory or heritage.
Breathe life into a brand that had an unsophisticat-
ed voice and a presence that was at best misunder-
stood.
Operate in an environment where consumers dislike
electricity providers more than cable companies.
Prepare for market conditions where Kinetic would
not be the price leader (after spending much of
2009 as the price leader), nor would they utilize
gimmick pricing.
Leverage the company’s commitment to be a
positive force in the communities it serves.
Do it all with very few marketing dollars.
THE IDEA
Conventional marketing in this category talks at,
not with, consumers. Old utilities speak down to
everyone from their long-held position atop the
mountain. They celebrate what they do for their
customers, and use fear to keep people locked into
their products at a significant premium.
Both Vendor Inc. and Kinetic knew that to suc-
ceed in this environment, Kinetic could not accept
these conventions, much less follow them. Instead,
we needed to identify the strongest opportunity
for Kinetic to VEER from convention. The insight:
While we sell electricity, and that is important, it is
actually the second most powerful source of en-
ergy to our customers. The most powerful source is
the energy created by Texas communities and the
people that live in them.
Kinetic Energy set out to give customers credit
and celebrate the energy they create in their own
communities. This energy is what fuels friendships,
business and new ideas that keep alive old tradi-
tions. It is the fuel for the bottomless source of
optimism that makes Texas great.
We summarized this idea simply, but powerfully,
with this platform: Kinetic Energy
It’s Electric Out There
This idea was the foundation for creating a dialog
with customers, speaking “with” them as opposed
to “at” them. More importantly, it positioned Kinetic
in a place where they could belong to, and partici-
pate in, the communities they serve.
We believed it was possible for Kinetic to become
the first electric company that people actually liked.
THE CAMPAIGN
The launch was a fully integrated multi-channel
campaign designed to flow from the community up,
as opposed to from a media channel down.
Kinetic targeted select events, sponsorships and
opportunities that allowed them to not only cele-
brate, but also participate in the communities they
serve in a meaningful way. It’s a crucial difference
in behavior that is in direct contrast to talking “at”
people. This approach to media was responsible for
Kinetic beginning to Belong in the state of Texas.
Here’s how it worked. When Kinetic would engage
in a community event, they would choose the ap-
propriate media assets as part of their involvement.
TV commercials utilized a troupe of puppets that
promoted fun activities for members of the com-
munity to do together, then share their participation
in the social space. DJ endorsements, outdoor, print
and digital efforts were used to tap into other ex-
isting communities to promote participation in the
event at hand.
THE RESULTS
Given the dollar limitations, the campaign was
flighted with two significant efforts. One was in
spring, the other in fall. Early results have been sig-
nificant both in driving business and in establishing
the type of brand Kinetic Energy wants to represent
in the marketplace.
At the end of its first year in market, Kinetic Energy
was tied for first in customer service in the category.
In one short year, people liked them and welcomed
them into their lives at a pace that equaled or bet-
tered every single electricity provider in the state.
The residential customer base increased 18%. The
increase was achieved despite the reality that Ki-
netic Energy was rarely the price leader in the cat-
egory. This is a significant point given Kinetic’s size
and share of voice; prior to Kinetic’s entrance into
the marketplace, price had been the sole driver for
new customers and switchers for years. kinetic energyTM
This is but a brief sampling of our work.
Please contact us to see and learn more.
Tom Hollerbach
512.474.8363