Make It Cheaper was launched in 2007. It aims to take the hassle out of shopping around for better deals on electricity, gas, insurance, merchant services and telecoms. In short, businesses (largely SMEs) come to Make It Cheaper looking for the best prices on their utilities, and the company helps them save money by finding the best available deals on the market.
In under 10 years, Make It Cheaper has grown from a team of five to 200 employees, who are all working to help put a smile on the faces of British businesses. The startup mentality of the company and core belief in helping small businesses has helped it thrive – customers give Make It Cheaper a service ranking (NPS) that rivals John Lewis and beats Apple and Amazon.
Here’s how Make It Cheaper is putting a smile on the face of British businesses:
*Figures based on 8,254 contracts arranged in 2016 when compared to prices or renewal quotes of existing suppliers.
Rooster Punk’s task was to excite call centre staff and keep them highly motivated as an audience that wants to work somewhere with purpose. The company has a young, fun energy about it, so the campaign aimed to replicate this buzz while getting employees fired up about the impact they have on people’s lives and small businesses in Britain.
The internal launch had three main objectives:
To do this, Rooster Punk re-imagined its brand story, positioning and visual identity in order to help them assert market leadership on a global scale.
Make It Cheaper employees.
Create an understanding of the emotions felt by moving from savings to something amazing:
Create an environment that nurtures the new proposition and DNA
Create sustainable sources of inspiration
Media, channels or techniques used
The internal launch centred around an afternoon where all MIC employees travelled offsite, to take part in a series of chain reaction-themed discussions and games. The core idea is that it’s not about how much you save, but what you do with it. There was a video for employees to watch showcasing the butterfly effect. In order to make employees feel like they are part of this journey, various talks and games demonstrated this message. While the afternoon was the focal point of the brand, awareness around it was built up with accompanying desk drops, posters and emails. During the away day, employees wrote down notes about the campaign – when they arrived back in the office the following week, all of their messages were placed on a ‘tree of smiles’ in the reception area. Through this the message of the day was reinforced in a positive manner.
Planning: January – Early February
Brand book: February
Launch assets: March-April
Launch event: 8 April
“I’m delighted with the impact Rooster Punk have had on our proposition. We’ve created the right platform for delivering an emotional connection externally, but also a genuine emotional bond with the teams across the business. We share a greater sense of purpose, it’s why we get out of bed every day – to put a smile on the faces of British businesses. The fact that they’re a great bunch too makes this success even sweeter”
Sam Reynolds, marketing director, Make It Cheaper