Launch of new eletrical energy tariff system

Objective

  • To prevent negative reactions on new tariff system of Croatian electric power-supply company.


Strategy

  • To present benefits of the new electrical energy tariff system and to objectively explain all changes and partly raised prices of electric power with multi level communication.
  • Communication strategy was separated in two stages: informative and educative. In the informative stage we explained new electrical energy tariff system through brochures, ads, posters, letters, TV ads, Internet and advertorials.
  • In the second, educative stage we informed customers how to save electric power and introduced all elements that can help in rational use of electric power. In this second stage, communication was achieved through ads and advertorials.


 
Tactics


1. Informative stage:

  • We informed customers about new electrical energy tariff system, prices and tariff models through direct mail brochures. Brochures were distributed to 1.874.759 addresses.
  • We informed the customers about the new electrical energy tariff system, through posters which were set in all distributive centres of Croatian electric power-supply company.
  • We published series of advertorials in daily newspapers (total of 35 advertorials) within 5 weeks. We informed the customers about the new electrical energy tariff system, prices and all elements of the new electrical energy tariff system.
  • We aired series of 15 TV commercials, in prime time (22:30, before HTVAs Meridijan 16), within 15 days, to inform the customers about the new electrical energy tariff system starting date.
  • We established customer section for all questions concerning new electrical energy tariff system on web site www.hep.hr.


 
2. Educative stage:

  • Advertorials in all daily newspapers (total of 21 advertorials ) within 3 weekAs. Introduction of all elements that can help in rational use of electric power.

 


Result

  • Researches done after communication campaign showed that public opinion on Croatian electric power-supply company was shifted from negative to neutral.