GEORGIA NATURAL GAS / MOXIE
CUSTOMER ACQUISITION
Customers expected a year-end catch. Clarifying the Guaranteed Bill offer helped save a product facing discontinuation—and exceed acquisition stretch goals.
My role: VP Client Partner at Moxie / strategy and cross-team leadership.
THE CAMPAIGN
A familiar household tension brought to life: the battle over the thermostat.
Selected Guaranteed Bill commercials / “The Thermostat Tango.”
Watch on Vimeo ↗Campaign creative by the Moxie team. Video shared from Denise Arnold’s portfolio.
THE CUSTOMER DISCONNECT
Customers thought the same monthly payment meant they would have to “true up” at the end of the year—settling a remaining balance.
That misunderstanding stood between a valuable product and the people it could serve. Acquisition was too low to keep the offering in the portfolio.
WHAT I CHANGED
I clarified that the plan did not require the year-end “true-up” customers expected. The message addressed the concern preventing them from choosing it.
I also improved collaboration between Creative and Account/Project Management, changing how the teams communicated and developed the work.
THE MESSAGE IN MARKET
The campaign landing page answered the objection directly: no settlement or deferred amount to pay at the end of the plan term.
Guaranteed Bill landing page, December 2015. Creative by the Moxie team. Archived capture. Select to enlarge.
THE RESULT
The turnaround beat customer-acquisition stretch goals and saved the offering from discontinuation.