SSE: The planner in the boardroom

This case study describes a campaign from SSE, a UK energy company, turned around negative perceptions with a campaign highlighting the positive benefits of energy.

SSE: The planner in the boardroom

Hugh De Winton

Campaign details

Client: SSEAgency: adamandeveDDBBrand: SSE

Executive summary

This paper is about a very big company you probably haven't heard of.

For years, SSE enjoyed significant customer growth due to very competitive pricing and a direct sales force dedicated to doorstep sales and cold calling Then between 2010-2013, both of these competitive advantages disappeared.

It was left in no mans land - not leading on price and having significantly underinvested on its brand and communications for years, with very low awareness and consideration levels.

'Energy with...

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