In sectors where services are complex — and customers often find themselves confused — standard content formats such as articles or FAQs sometimes fail to truly engage. That was the challenge faced by Direct Energy Canada, a utility provider operating in Alberta’s deregulated energy market. For many of its retail customers, even basic topics like understanding a monthly energy bill or interpreting kilowatt-hour (kWh) usage proved daunting.
Recognising this, Direct Energy Canada — under the leadership of Vilasini P. Pillay, product and content marketing manager — set out to make technical content more accessible. Rather than sticking with traditional article-heavy or FAQ-based approaches, they opted for interactive, quiz-based content that transformed complex information into engaging, shareable experiences.
The risk paid off: the quiz-based initiative earned the brand the Best Content Strategy award in the 2025 Content Marketing Awards — and secured Vilasini a nomination for 2025 Content Marketer of the Year.
Why Quizzes Over Video or Static Content?
Initially, the team experimented with stop-motion explainer videos — which performed well but proved expensive to produce. They needed a more cost-effective yet engaging medium.
The solution was quiz software, which allowed the content to include humour, memes, and personalised feedback. The first quiz asked “What type of energy user are you?”, offering playful results such as “power police” or “energy vampire.” This personality-driven approach captured attention and significantly increased engagement.
One particularly effective quiz asked practical questions such as “What is the kWh amount on your electricity bill?” with humorous answer options, helping consumers rethink — and better understand — what is often a confusing line item. The interactive format offered explanations for incorrect answers, giving users immediate clarity in an enjoyable way.
Subsequent quizzes explored topics such as home-smart readiness, carbon footprint, holiday energy usage, and key decisions like “Should I install a heat pump or air conditioner?” or “Which electricity and gas rate is right for me?” Each quiz aligned with services or choices that mattered to customers, increasing relevance and value.
By centralising these quizzes in an online “quiz hub” and promoting them across social media, newsletters, and the customer account portal, the company transformed static education into dynamic, user-friendly engagement.
From Engagement to Retention
The results were measurable. Over a two-year period, nearly 32,000 quizzes were completed — and customers who engaged with them were significantly less likely to churn compared with those who did not.
Quizzes offered a dual advantage: they educated users while also capturing valuable insights about their needs, home conditions, energy usage habits and preferences. With optional contact-form submissions, the company could follow up with tailored emails and recommendations — from energy plans to smart-home upgrades.
For example, a solar-eligibility quiz revealed that more than half of participants were not suitable for the company’s solar offering due to roof age. This insight enabled the brand to refine its communications, set more realistic expectations, and offer alternative green-energy solutions.
This intelligent use of content turned engagement into a retention strategy — shifting from passive information sharing to active customer lifecycle management. As Vilasini noted, the goal was to “invite customers to interact with the information, making them active participants in their energy journey.”
Key Takeaways for Your Business
Simplify complex topics: If your industry involves technical or regulatory complexity, interactive content such as quizzes can make difficult concepts more accessible.
Boost engagement using interactivity: Personality-driven quizzes and light-hearted content often outperform static formats in capturing attention and encouraging participation.
Focus on relevance: Build quizzes around genuine customer pain points or decision-making moments to maximise value and engagement.
Use captured insights wisely: Data gathered from quizzes can inform personalised communications, product recommendations, and customer support strategies.
Integrate into broader marketing efforts: Quizzes are most effective when aligned with your wider marketing, onboarding, and retention activities.