Powershop

Power, personified

OVERVIEW

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.

campaign outcomes

BEST MONTH

Of growth since March 2012

21% LIFT

in brand awareness

139% INCREASE

in youtube completion rate

SILVER EFFIE

Consumer Services

A power company you can love

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.

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Across TV, outdoor and social we showed a typical customer in a not-so-typical relationship with Powershop.

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Our big, pink personification of power was hard to miss, challenging the status quo of who’s in charge and what it means to be with a power company.

“EightyOne and Assembly personified the relationship between Powershop and a customer beautifully, by incorporating those special nuances you experience in any happy relationship.”

MONIQUE O’MALLEY, BRAND MANAGER, POWERSHOP

Next project:

New Zealand Olympic Committee

Tokyo 2020 Awareness