SSE
// Celebrating 5 Years of The SSE Hydro
THE BRIEF
SSE Reward is a customer loyalty programme that provides exclusive benefits to members including pre-sales for gig tickets, lounge upgrades and money-can't-buy experiences at SSE sponsored venues.
We were asked to create a social media campaign to coincide with the 5th birthdays of the SSE Reward programme and The SSE Hydro in September 2018. The objectives were to raise awareness of the SSE Reward programme to non-SSE customers, reaffirm the advantages to current members as well as encourage existing customers to upgrade for free.
THE SOLUTION
We decided to dedicate a whole month of activity to this milestone, hosting a series of competitions and giveaways to shine a spotlight on SSE Reward and its benefits.
Five at Five competition
On the 5th of September at 5pm, we launched our "Five at Five" show featuring energisers (the name given to the friendly faces of SSE who provide a warm welcome to the SSE venues) broadcasting 'live' at The SSE Hydro and The SSE Arena, Wembley.
We filmed the energisers on location and stitched the videos together with countdown overlays and competition details to create an additional layer of brand integration. Having teased that something was coming ahead of the broadcast, we launched with an already-engaged audience, organically reaching over 68,000 people.
Birthday quiz
Following on from the Five at Five success, we developed an interactive birthday quiz to further engage the audience on Facebook. The quiz took inspiration from trivia game shows such as Who Wants to Be a Millionaire and posed a series of multiple-choice questions, with four options for answers. Prizes included tickets to popular music gigs from acts such as Kylie Minogue and Smashing Pumpkins.
Overall, thousands of people actively engaged in the hour-long quiz with winners selected and announced in real-time, adding a layer of excitement and increased engagement.
Acquisition campaign
Competitions, giveaways and celebrating memories of The SSE Hydro helped increase positive brand sentiment for SSE, with people sharing their SSE Reward stories and praising the brand.
Making the most of this wave of positive sentiment, we launched social ad campaigns on Facebook, and Twitter targeted to SSE customers, conveying the benefits of Reward and encouraging sign up.
We used a range of ad formats and assets, including video showcasing money-can't-buy experiences, delivering targeted messages for Scotland and England showcasing their respective SSE venues.
THE RESULTS
THE CLIENT
SSE is part of the OVO Group, one of the UK’s largest energy retailers with over 5 million customers.