Victorian electricity distribution networks CitiPower, Powercor and United Energy have revealed an extensive brand evolution via BWM dentsu, building on the success of an innovative campaign launched in 2019, to introduce the people who work year-round to keep the power on.
The networks reset the energy conversation with the launch of Good People in Power. This brand platform connected Victorians with the linesmen who are the frontline of delivering electricity with greater than 99.9% reliability every day.
While maintaining a focus on real people – not actors – who genuinely love what they do, the brand evolution introduces Victorians to more team members to tell a broader story about how the networks enable customer choices like rooftop solar and maintain network safety.
Joanne Pafumi, general manager of corporate affairs at CitiPower, Powercor and United Energy, said the brand strategy remains grounded in a desire to build trust as the energy market transforms: “Monthly research shows our first campaign generated a 50% boost in customers’ trust in us to deliver.
“This is really important while we’re building relationships with our customers to help them get more out of their investment in new technologies like solar, electric vehicles and batteries.
“The research also showed we need to do more to educate on what we do to support customer and community safety. We found this is a key driver of trust in regional communities.“
The new direction uses the same selfie-style cinematography of the original campaign and gives customers a behind the scenes view of network operations. It heroes pilots who scan powerlines in helicopters to help keep the network safe, the network operators who direct lineys to work above and deep below the city to keep the power reliable, engineers upgrading network transformers to build capacity for solar exports, and Customers Service Agents available to assist customers with new connections.
In all, 18 skilled men and women are given an opportunity to tell their stories across regional and metro Victoria, in television, radio, out of home placements and social media.
Belinda Murray, managing director at BWM dentsu said the Good People in Power brand evolution had been developed from 18 months’ worth of customer insights: “Trust started to climb immediately following the launch of Good People in Power. What also became clear through the first year of brand tracking, was a gap in the knowledge of Victorians in the role of electricity distributors.
“The key to building more trust is competency, which is why we’re demonstrating the range of abilities and expertise of people who work below and above ground at CitiPower, Powercor and United Energy. This new work hasn’t lost the trademark sincerity and honesty that is working so successfully.”
Client: CitiPower, Powercor and United Energy
Agency: BWM dentsu
Production Company: AIRBAG
Director: Will Horne