AUCKLAND, Friday: A handful of unsuspecting members of the public were invited to take part in a fake scientific trial where Contagion client Energy Online claims to have harnessed energy to create a ‘super power’ – mind-control.
Marketing manager Michael Wood said: “Energy Online is taking a stand against the notion that certain power companies have different types of power on offer, with people being lured in by expensive sign-on giveaways or deals that don’t work in favour of the customer once you read the fine-print.”
The new brand video is designed to make the point that no matter how you dress it up, power is power. It’s all the same. None of it’s ‘super’.
Contagion invited unsuspecting members of the public to take part in a fake scientific trial where Energy Online claim to have harnessed energy to create a ‘super power’ – in this case mind-control.
ECD Bridget Taylor said: “Using hidden cameras, the participants are led to believe their powers of mind-control are genuine, completing a series of basic tasks aided by our research scientist (actually a magician).
“Using hidden cameras, the participants are led to believe their powers of mind-control are genuine. Actually, it’s a magician.
“Little do the individuals know that one final test awaits, that will stretch their powers of mind-control (and heart-rate) to the absolute limit.”
The video will be distributed via social media channels and YouTube. Ongoing social media activity will target specific ‘super-power’ offers by individual competitors, presenting Energy Online’s ‘brilliantly simple’ alternative.
Michael Wood believes the new work will give the brand differentiation in the market.
“The current competitive environment adds real strength to the Energy Online proposition,” he says. “While other brands are appealing to customers by deliberately adding complexity and in many cases confusion to their offers, Energy Online is the perfect antidote for anybody wanting straight-forward energy at a great price. We reckon simple is super”.
Bridget Taylor said: “We’ve been lucky enough to work with this incredible bunch of people for well over five years now.
“Energy Online don’t try and be different for difference sake. They deliver what people want. Which is this case is just energy, at a fair price, that’s easy to get. That’s not what most in the market are up to, so we decided it was time to call BS, ’cause power just isn’t super.”
CREDITS
Agency: Contagion
ECD: Bridget Taylor, Todd McCracken
Art Director: Todd McCracken, Nic Edmonds
Copywriter: Bridget Taylor
Account Service: Craig Harrison, Carla Tamahori
Planner: Dean Taylor
Creative Operations Director: Mike MacKinven
Photography: Mike MacKinven, Gareth West
Design: Tama Ratapu, Ange Fetalvero
Film Company: Truman Films
Animation: Made with Love
Media Director: Emma Bolser / Vanessa Williams
Media Planner: Renee Fox
PR: Lily & Louis
Client: Energy Online
Executive General Manager Customer & Innovation: James Magill
Group Brand & Marketing Manager: Justine Fairlie
Marketing Manager: Michael Wood
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