Powershop were the original challenger brand in the electricity market. Engaging, distinctive, and for the people. But as other challengers came along and joined the big traditional players, Powershop became stuck in the middle.
Our job was to make Powershop the dominant challenger again, by reminding people what made them different.
Of growth since March 2012
in brand awareness
in youtube completion rate
In a category where most consumers feel powerless, and even exploited by their power companies, we wanted to show that it was possible to have a fairer relationship by choosing Powershop.
To do this, we launched a new brand platform that personified power. We put a face and an attitude to an otherwise intangible entity, then demonstrated how Powershop was the company consumers ought to be with.