OVO: Feel loved again

This case study demonstrates how OVO Energy successfully challenged inertia in the UK energy market, increasing consideration for the brand, acquiring 52,078 new customers over a six-week period and growing its market share. In a series of design, product and communications initiatives OVO positioned itself as the people's champion, voicing dissatisfaction with the status quo in the energy market and offering to 'spread the love' for example by providing the same deals to new and existing consumers and paying interest on holders of accounts that were in credit.The approach helped make OVO become one of the top ten fastest-growing businesses in the UK.