CenterPoint Energy’s Home Service Plus is Minnesota’s largest provider of major appliance maintenance and repair services, and the goal of this campaign was to increase enrollments in the HSP Replacement Assistance Plan. Our first phase in re-launching the HSP Replacement Assistance Plan began, as it always does, with the customer. To determine the market opportunity, we identified the mindset and traits of what we believed to be an ideal customer, and then we validated our assumptions with focus group research. Using those insights, we began a 5-step process to re-position the product which led us two six simple yet powerful words: “Just like that, old becomes new.” Once we understood that the concept of ease was the key motivator customers, we brought it to life in innovative ways. One major way was through the name – to The Replacement Plan. After all, the value proposition is: when an appliance breaks, you’ll get a check to help cover the cost of replacement. It’s that simple. Our campaign had 3 parts, each rooted our creative in the positioning platform: 1. Tech materials – If the product is all about ease, it should be easy for HSP’s field techs, too! We streamlined the product brochure and re-purposed a leave-behind to include a pre-addressed envelope that customers could use to mail in their enrollment form. 2. Direct response communications – What better way to demonstrate an appliance transforming from old to new than literally putting a transition in the hands of the prospect? To execute this concept, we created a DM piece with a lenticular insert. As the prospect moved the insert, they saw a physical transformation. 3. Sweepstakes – Continuing the transformation theme, we conducted a sweepstakes through scratch-off cards. They added excitement to interactions, but they also underscored the ease of transforming from a “player” to a “winner.” After all was said and done, we drove more enrollments than the previous year - by a multiplier of 18! With a goal of just 20% more enrollments, our results were 1,451% above the campaign goal.
Mountain View Group, Ltd.
Lisa Gorham Creative