The utility category is one of very low engagement, meaning it’s hard to get people to care or even to pay attention. While Energia had gained its market position through strong price led tactics and communications, customer value for the overall brand was stagnating, meaning the brand was running to a standstill.
Within the category, growth relies most heavily on consumers switching suppliers with energy providers, who typically offer introductory deals to new customers for the first 12 months before moving them to a standard, more profitable rate. Research showed that brand awareness and trust were two key elements for recruiting a more sustainable consumer base, but Energia’s price-led tactics weren’t driving the brand scores needed. Instead, this approach was helping to build a successful consumer base of 'serial switchers' – customers who seldomly stayed long past the introductory offer. In order to retain more valuable customers, Energia would have to find a way to appeal to people’s hearts rather than their wallets.
We needed to create work that would get Energia noticed as a serious contender, shifting the focus as being an energy utility known for cheap offers and quirky humour, to a brand that powers some of life’s most important moments. From this challenge, the creative platform “Power Behind” was born. The platform helped Energia to steer clear of overly purposeful executions and instead create more humorous work laced in magical realism, which was completely unique to the brand – from school (and romantic) chemistry being powered by Energia to Energia street-lights powering your night-time run. Executions across TV, social and radio paired, with a savvy partnership with the IRFU, helped to power up the public’s confidence in the brand. Through its modular nature, the positioning could be adapted to tell a multitude of Energia stories that would charm and win over more customers.
• 15% increase in brand awareness
• 17% decrease in customer churn
• Bronze Effie in Public Service, Government & Utilities
The campaign saw brand awareness increase by 15% and customer churn decreased by 17%, as well as taking home a Bronze Effie in 2021. By switching focus from tactical to brand communications, Energia attracted less price sensitive and more valuable, loyal customers, demonstrating the true power of communications that sat behind the brand.
