In a competitive energy market, every company in New Zealand is vying for the same customers. Most providers are interruptive and disrespectful of important family time; they’ll knock on your door, offer free power and claim the lowest prices. They need to be scared off. So, Energy Online, the challenger brand of Genesis Energy, has done just that.
In this new campaign via Contagion, door-to-door salespeople from other energy companies are frightened away by a savvy gargoyle doorknocker.
The strategy is based on the insight that on average people spend nine minutes a year interacting with their energy provider. And they sure would prefer spending it in a fun way.
“So we’ve created a series of films that give those involved approximately nine minutes of enjoyment, entertainment and sometimes a bit of a fright, while highlighting key Energy Online benefits,” says Contagion ECD Bridget Taylor.
“This unconventional approach is being launched solely – you guessed it – online through an agile campaign including video, banners and social.
“It’s great to be involved with a brand that is not about interrupting people like traditional power companies,” she said. “Instead, we’re creating content that people want to engage with.”
The launch video is the first in a series that aims to illustrate that Energy Online isn’t a typical energy provider. It’s already had nearly one million views in two days and has featured on the front page of UNILAD, Reddit and news sites globally.
Group manager new & growth business at Genesis Energy and Energy Online Cameron Jardine said: “It’s refreshing to work so collaboratively with an agency across all disciplines and build this brand together. We are future-focused company and needed a partner that thought the same way as we do.”
Contagion began working with Energy Online ealier this year. The first stage was developing a consumer-centric strategy. This resulted in Contagion redesigning Energy Online’s new website which launched in July.
David Goadby, retail general manager at Genesis Energy said: “We’ve had more sign-ups for online services in 15 days than we had in 15 years. We couldn’t be happier with our new strategy.”
Contagion managing director Dean Taylor said: “Now, it’s time to relaunch the brand to New Zealand. Energy Online is responsible for challenging one of the largest utility segments in New Zealand, dominated by old school players.
“It’s exciting to be part of a journey that could see the market change forever. We’re thrilled to see all of our brand planning coming to life in this well rounded digital campaign.”
CREDITS
Client: Energy Online
Client: Cameron Jardine, Group Manager New & Growth Business
Agency: Contagion
Planner: Dean Taylor
Client Partners: George Sim, Tim Brown
Creatives: Bridget Taylor, Verity Dookia
Design: Phila Lagaluga
Producer: Lauren Wethey
Media: Richard Thompson, Suzie Thompson
Social: Tom Bates
Production Partner: Augusto
Director: James Anderson
2nd Director: Jesse Griffin
Producer: Joseph McAlpine
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