Powershop gives customers free power for a day with ‘Free Power Mode’ campaign via whiteGREY
Powershop has launched ‘Free Power Mode’, giving customers a day of free power to celebrate renewable generation when the wind is blowing at its wind farms, in a tactical campaign by whiteGREY.
As determined by the wind, Free Power Mode is activated for 24 hours, with the campaign going live to inform customers they can get free power for the day. New customers are also able to switch and receive the equivalent of a free day of power. The campaign includes curated video, radio, outdoor, digital, social media and PR.
Free Power Mode is whiteGREY’s first tactical campaign with Powershop since being appointed earlier this year. Since joining forces, whiteGREY has been managing Powershop’s performance media and was tasked with launching the brand into South Australia.
Chief customer officer of Powershop, Catherine Anderson, said she was pleased to give customers free power for the day to celebrate when the wind is blowing at their wind farms.
Says Anderson: “We’re keen to try something out of the box that celebrates renewable generation while supporting our customers and their hip pockets. A day of free power is just one of the many initiatives we have, to put our customers first.”
Directed by Otto’s Julian Lucas, the campaign’s films take viewers behind the scenes at Powershop HQ for a lighthearted look at what happens when Free Power Mode is activated.
Says Joe Hill and Garret Fitzgerald, executive creative directors, whiteGREY: “Free Power Mode is a great customer initiative by Powershop that celebrates renewable energy across Australia. To bring it to life this fun, tactical campaign can be deployed in response to the wind.”
Melbourne based Powershop powers more than 130,000 homes and businesses across Victoria, New South Wales, South Australia and South East Queensland. Powershop is Australia’s only electricity and gas retailer to be certified 100% carbon neutral by the Australian Government and is Australia’s greenest power company. Its parent company Meridian Energy is the owner-operator of two wind farms in Australia.
Client: Powershop
Creative & Digital Media agency: whiteGREY Melbourne
Media Agency: Media33
PR Agency: Character & Distinction
Production Partner: The OTTO Empire
18 Comments
email this morning. totally ignored it if im being honest. saw something about ‘free’ and just glazed over.
Anyway, saw this, then went back and did it, real easy- free energy for a day. Ta very much
Ben and Nick must have done this. Talented peeps. Well done. As a campaign this will be great and fun.
The dance gags a bit lamo though – must have been someone else adding their touch.
Wow. So bad.
Poor execution and production values.
Holy smokes, they created an entire campaign to celebrate giving me a 0.27% discount off my bill??
It’s only a 0.27% discount on your bill if you’re thinking like a normie. Get some large empty car batteries or one of those elon musk batteries like they got in Adelaide and charge them up today, then use them to power your life until the next free energy day.
(Also you’re a nerd for working out what 1/365 is as a percentage, but I’m also a nerd for double checking your maths)
Good offer. Meh delivery.
Why is an energy company making ad campaigns with a budget of under $10K??
When are we going to start talking about this??
Pretty sure we can do better than 2x actors, a couple of flat screen TVs and a pink light…….
Powershop has cicra 110k customers.
Origin has over 4,2 million.
Dont hate them for having small budgets if small budgets is what they have
Smart marketing team, with small budgets, why work with an agency.. especially if this is the level of idea and execution..
Scale up businesses should be smarter with their creative and execution..
Does what it says on the tin. Nice one
bad
made me smile
It’s good. Free stuff is good too and I hear renewables are too
2 enthusiastic thumbs up
I really like this, and I’m a Powershop customer, everything’s coming up Cam.
something that only people in advertising could think was a compelling idea to build a campaign around. Non advertising folk are just not going to give a damn.
From the negative comments, you’d think this was really terrible. It’s not. I really like it. Yeah it’s obviously low budget, but it’s unique to the category, funny, watchable and will have cut through for consumers.
I worked on the Powershop campaign that was done previous to this, and knowing the challenges they face I think this, as a tactical execution, is really smart.
Yes ‘one day free power’ when you think about it isn’t much, but it’s a great way to bring attention to the fact Powershop are a renewable energy company.
It is low production budget, but that’s what you’ve got to work with when you’re a challenger in a market where the big players have massive media spends and you need to find ways to keep up. And, despite its low budget, it is interesting and entertaining.
I think this will work hard for them in terms of short term sales. Will be interesting to see where they take the brand from here.
Congrats to Cat and Michelle at Powershop and to WhiteGrey.