In a galaxy far, far away was a power company who let you know exactly how much electricity you are using and what it costs so you never receive any nasty bill surprises.
Online power company, Powershop, is on a mission not-impossible to target apathetic power consumers to take control of their electricity usage, costs and environmental impact.
The brief to us was to develop a through-the-line brand extension campaign to solidify its position as a unique alternative in the flooded and fatigued power market.
“People are over power companies. We have been door-knocked, called and hounded to death, as a consequence we have the highest churning, most cynical electricity market in the world,” says Naomi Morton, Marketing Director, Powershop.
“Trying to convince consumers that you are genuinely different is tough, which is why we wanted a campaign that spoke to people in their real lives – not through typical, lofty energy cliches of green fields and pristine beaches”.
The campaign parodies movie genres – a tactic designed to both appeal to a younger, more socially aware audience and also to establish a framework to link to Powershop's brand proof points of cleaner, cheaper and more empowering power consumption.
The Powershop campaign features large format outdoor, cinema, radio and digital, campaign executions and will be in market from September 2015 – June 2016.
Marilyn and Sons is an award winning Australian creative communications agency with a talent for ideas that deviate from the expected, and demand your attention.
Operating in the hazy margins between design and advertising, we execute communication solutions across the full spectrum of digital and print media, for a diverse array of industries.
Drawing upon over 30 years of experience, we have in-depth, hands-on expertise in fashion and lifestyle, beer, wine, food, music and the arts. Bringing this knowledge and understanding to each and every project we ensure our clients' brands connect meaningfully with their customers, whatever the medium.
If you would like to learn more about us or have a business opportunity you wish to discuss please contact us at:
(+613) 9529 6333
3/30 Wangaratta Street, Richmond