Genesis Energy

About the Project

Bill holiday



Switching. It’s become a common and accepted behaviour amongst electricity customers, and is most prevalent as customers experience bill shock in the colder winter months. All of the major energy retailers in the market ramp up their marketing activity at this time of year to target customers and convince them to switch.

We couldn’t afford to (nor did we want to) match the highest credit incentive in the market. Instead we decided to change the conversation and use our data insights to drive highly relevant messaging through different channels.

Based on the customer insight that your electricity bill is a grudge purchase, we developed the Genesis Energy bill holiday concept – allowing customers who joined us to take a holiday from their bill for a month and potentially win a trip to the sun at the same time.

The results

  • Achieved 6-month target within the first 40 days of the campaign.
  • Acquired 3x more customers than the original target.
  • Reduced the CPA by 72%.



Project Info

Client :

Genesis Energy

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