SSE Energy desperately needed to gather email permissions for over half of its 2 million customers - in order to communicate with them more cheaply (and also to be able to market to them more effectively).
But there was a major problem: firstly, people mistrust big companies and question their motives, and secondly, they suspect they will be spammed with marketing if they agree to receive emails.
To get round this, I chose to make it (probably) the most personal email in corporate communications history, because in actual fact there are real people at the company who believe in what they are trying to do.
Like Tracey - a real life customer services superstar.