A CLASSIC TALE OF PUSH AND PULL

How did Energex get pool owners to replace old pool pumps with energy efficient ones? It’s a classic tale of push and pull. Pool shops received a box full of tools to help them push the message. Pool owners were pulled into the shops by a good incentive presented in a clever direct mail. The result was Energex' most successful energy conservation campaign - ever. Within a month the 6-month campaign target had been reached. Within six months 6% of all pool owners in South East Queensland had replaced their pool pump with an energy efficient one. The end result was more than 10 times the target.

Client: Energex

120 pool shops in South East Queensland received a Tool Box.

The interactive direct mail was sent to 135,000 pool owners. The message was an eye opener for many.

The box contained POS materials, badges, conversation starters, consumer information – and instructions on how to make the most of it.