How do you get a "lazy green" audience that sympathises with the issue of climate change, but sees green solutions as inconvenient, expensive and more than a bit uncool, to take the time to switch to Australia's greenest power company?
It might seem like a no brainer now when we're all taking canvas bags to the super market and there are Teslas all over Aussie roads, but back in 2018 people still had serious concerns about green technologies and felt inconvenienced by solutions that reduced waste and environmental harm.
Our response was to position Powershop as more than just easy and affordable, but a loop hole in the system, used by savvy operators who wanted to help save the world, without lifting a finger.
It might seem like a no brainer now when we're all taking canvas bags to the super market and there are Teslas all over Aussie roads, but back in 2018 people still had serious concerns about green technologies and felt inconvenienced by solutions that reduced waste and environmental harm.
Our response was to position Powershop as more than just easy and affordable, but a loop hole in the system, used by savvy operators who wanted to help save the world, without lifting a finger.
We built our campaign around the rally cry "use your power", launched with a rousing anti-manifesto, calling people to just keep on doing what they'd always done, but with Powershop instead of their old, dirty power company. We urged people to continue microwaving potatoes, breastfeeding at midnight, ironing in their underpants, hair-drying their wet, shaggy dogs and any other manner of things they might get up to. As long as they were with Powershop, they were a hero.
This was supported by rational proof points across OOH and digital display that included Powershop's quick 5 minute sign-up process and competitive rates, as hard evidence that switching to Powershop required the very minimum of sacrifice.
This was supported by rational proof points across OOH and digital display that included Powershop's quick 5 minute sign-up process and competitive rates, as hard evidence that switching to Powershop required the very minimum of sacrifice.
The campaign saw Powershop exceed their brand awareness targets, set to be achieved by the end of 2020, by end of 2018 and translated to notable increases in number and quality of leads, as well as sales conversions.
