As an electricity provider, Energex are committed to the safety their customers and staff. This is another appropriate way for the brand to help. Another strength of the idea is that it is 100% targeted. The bones were only distributed to the homes with potentially dangerous dogs, and were much likelier to have a positive reception than a more formal letter.

Customer's loved it and as a result of the whole dog details campaign, registrations of resident's dog details on the Energex database increased significantly. Just as important to Energex was the impact on their brand value scores, with the brand being considered more helpful and likeable after the campaign.