Mighty River Power re-launches as Mercury and unveils new campaign via FCB New Zealand
New Zealand’s most widely-owned company Mighty River Power has re-launched as Mercury and has unveiled a new campaign via FCB New Zealand.
Mercury’s chief executive Fraser Whineray says the change signals a new era of benefits for Kiwi consumers and the country from renewable energy and rapid advances in technology.
He says the new brand reflects an organisation with a fresh focus on inspiring customers. It provides a single, clear connection with the company, its purpose and the country.
Says Whineray: “We 
have a bold vision for energy, and how we can deliver value for our customers and a wonderful future for New Zealand.”
Whineray says advancing technologies such as electric vehicles, e-bikes, solar, smart homes and other data services are creating opportunities to build on New Zealand’s position as “a global super-power in renewable electricity.
“We want to inspire and excite Kiwis. That could be plugging in your car to enjoy low-cost renewable fuel or just getting more out of the electricity you use in your home with benefits like our free power days.”
Extensive market research with customers showed very strong engagement with Mercury’s new direction and the new bee logo.
Says Whineray: “We chose the bee to symbolise all the wonderful things we want to be and do for New Zealanders. The bee is Kiwi to the core. It‟s optimistic, energetic and quietly busy making the world a better place.
“Like our bee, renewable electricity is natural and essential to the planet, promoting well-being and real sustainability for future generations.”
The change will be supported with a multi-channel campaign from today (29 July), with the aim of inspiring New Zealanders to enjoy energy in more wonderful ways.
One powerful example of how electricity can deliver benefits to customers is through its use as a transport fuel.
Says Whineray: “We’ve been promoting the benefits of electric vehicles for more than two years and the conversion of our own fleet, announced in 2014, is now well underway. EVs are powered by our home-grown, renewable energy at a cost equivalent to about 30 cents a litre (of petrol).
“E-bikes are another growing phenomenon around the world. They have huge potential to increase the awareness of this smart mode of transport.
“This is the start of a new journey for Mercury to become truly customer-led, built on 90 years of history. There will be a range of exciting initiatives and rewards for Mercury customers linked to our new brand over time.”
Creative campaign: FCB
Brand strategy: Dick & Jane
Website Design: Catch
Collateral: Insight Creative