Scottish & Southern Energy (SSE) is rolling out its first online viral advertising campaign to encourage customers to sign up to its Scottish Hydro Electric brand and boost awareness.
The viral push is part of the energy provider’s latest campaign, which has the strapline “Greener on the other side” and aims to promote the company’s environmental credentials.
The Donkey-Mail viral, created by Story, has been designed to capture e-mail addresses of homeowners across central Scotland. It will initially be sent to 550,000 e-mail addresses on the SSE database to seed the viral.
Users will be encouraged to customise their donkey to make a “smart ass”, “bad ass” or a “shake yo’ ass”, by choosing clothing or accessories to dress their donkey. They can also record a personalised Text-To-Speech message.
Once complete, they send their Donkey-Mail to a friend, who is then invited to listen to the message that Scottish Hydro Electric is cheaper than both Scottish Gas and ScottishPower.
Kevin Greenhorn, SSE head of marketing, says: “It will be very interesting to see the effect of our first viral campaign.”
He adds that he hopes it will increase brand awareness and develop its database.