2022–2023 · ANWB · Strategy and commercialisation
ANWB Energie
Making ANWB Energie attractive to Cozy Empty Nesters, and using product commercialisation to actually reach them.
Trusted for breakdowns, not for electricity
How do you make ANWB Energie more attractive for Cozy Empty Nesters, Dutch people between 40 and 65, and how do you use product commercialisation to reach this group?
ANWB is trusted for breakdowns, not for electricity, so its energy arm kept losing on price comparison sites. The segment that fits the brand best was the one it converted worst.
17%
of ANWB members are cosy emptynesters. The segment is already inside the membership base.
9%
of ANWB Energie customers are. The whole assignment sits in the gap between those two numbers.
Segment share, ANWB members against ANWB Energie customers
The gap, in one chart
Segment research first: who the Cozy Empty Nesters are, what they value, and which part of the ANWB reputation transfers to energy.
Where the offer meets the member
A proposition that stops competing on price and starts competing on trust, with one clear mechanic: you are already a member, so this is already yours, at a member price.
My role
Target group research, strategy and commercialisation
Segment research, positioning and the commercialisation plan, plus the campaign material that carries it: in-store display, charging point and the discount mechanic for members.
