FCB powers up Mercury rebrand (Updated)

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Mercury Energy has used FCB New Zealand and e-bikes to help launch the company’s re-branding. The campaign kicked off late last month, with the e-bike commercials showing a new look for an energy retailer.

FCB’s Executive Creative Director Tony Clewett says the e-bikes are a demonstration of Mercury Energy’s new purpose.

“It’s been a fantastic process working closely with the Mercury team to launch the new brand, all expressed through a real product. The old adage of ‘show, don’t tell’ is probably more relevant today than ever,” says Clewett.

Mercury’s chief marketing officer, Julia Jack: “We want to inspire and excite Kiwis about what energy can do. Two years ago we started with the incredible story around electric vehicles powered by New Zealand home-grown, clean renewable electricity at the equivalent of 30 cents a litre.

“E-bikes are the next chapter in this wonderful renewable energy story.

“E-bikes are a growing phenomenon around the world, as a smart and fun transport option – not only to beat transport congestion. E-bikes are affordable and have some real plusses in opening up cycling to a lot more people and physical fitness levels. E-bike owners tend to ride their bikes about twice as often as normal bikes. They’re really fun to ride – I love mine.

“We’ve just done some research that shows that even today nearly 1 in 2 Kiwis would consider buying an e-bike – we’ve seen the rapid uptake in Asia, the US and Europe. I think they will become a very Kiwi thing – particularly with our renewable energy. It’s amazing to think you can get 100km for about 10 cents.”

E-bikes are just one element of Mercury Energy’s new brand and will act as a catalyst for New Zealanders to start thinking about energy differently and creating a better future for New Zealand.


Mercury Clients

CMO: Julia Jack
Head of Marketing: Ben Harvey-Lovell
Marketing Consultant: Kellie Nathan
Marketing Associates: Donna Wester / Carianne Hoffman
Digital Channel Manager: Kate Lincoln

Agency Credits

Regional Executive Creative Director: James Mok
Executive Creative Director: Tony Clewett
Digital Creative Director: Greg Wood/Matt Barnes
Senior Art Director: Kelly Lovelock
Writers: Hywel James, Rob Banks, Thomas Davies, Kate McDonald, Tammy Keegan
Art Directors: David Reid, Deborah Chae, Mark Cameron
Chief Strategist: David Thomason
Head of Strategy: Rufus Chuter
Managing Director: Fleur Head
Group Account Director: Jo Underdown
Account Director: Trina Miller
Account Director: Mal Kuper
Account Executive: Hannah Henderson
Creative Services Director: Jenni Doubleday
Head of Craft: Nick Smith
Retouching: Scott Kelly, Anton Mason
Studio Director: Simon Pengelly
Mac Art: Helen North/Chloe Baxter
Executive Producer Digital: James McMullan
Senior Digital Producer: Amanda Theobald
Senior Interactive Designers: Andrew Jackson/Tony Susi
Head of Content | Exec Producer: Pip Mayne
Producer: Amanda Langkilde
Production Director: Eric Thompson
Associate Media Director: Kim Ellett/Dan Currin
Associate Digital Director: Falk Werner
Media Planner/Buyer: Nic Pinfold
Media Buyer: Mitchell Wiffin
Performance Executive: Nicole Killip
Head of PR, Content, Activation & Social: Angela Spain
Senior Account Director, PR, Activation & Social: Joanna James
Senior Account Manager, PR & Content: Laura Platts
Social Content Producer: Vicki O’Leary, Lauren Watling
Social Strategy & Content Creation: Ele Quigan, Alisha Dixon
Film Production: Finch
Director: Jae Morrison
Executive Producer: Karen Bryson
Producer: Sarah Cook
Director of Photography: Ginny Loane
Production Designer: Neville Stevenson
Editor: Cushla Dillon
Colourist: Pete Ritchie
Online Editor: Andy Timms | Finch FX
Studio Producer: Tamara O’Neill
Sound Engineer: Craig Matoushka
Composer: Jonathan Bree at Liquid Studios
Music producer: Johathan Bree and Peter van der Fluit
Photographer: Troy Goodall
Producer: Emily Moon

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