Powershop shifts the power to customers in newly launched campaign via EightyOne
For too long, electricity retailers have held the power over consumers by dictating how they pay for their power. Powershop was the first retailer to recognise that it doesn’t need to be that way.
This campaign, made by EightyOne with media partner MBM, highlights how Powershop shifts this power.
Says Kate Baker, senior brand manager, Powershop: “This campaign literally shifts the power to our customers’ hands, by giving people the opportunity to play with and influence our advertising.
“EightyOne and MBM have been fantastic to work with. Right from the start they’ve had a great understanding of what we stand for as a brand and they are more than willing to push boundaries to get the results we need. We are really excited to continue working together to get the Powershop brand in front of even more people.”
“Power-shift” will be rolled out across a number of unique, interactive out of home channels nation-wide, as well as pre-roll, cinema, social and digital. The media context and people’s annoyance with ads has helped to inform the creative, allowing viewers to ‘shift’ the media.
Creative director Chris Bleackley said it’s been a very enjoyable experience partnering with Powershop and media partner MBM.
Says Bleackley: “We wanted to show New Zealand what it’s like to have an influence on the world around them. We liked the idea of pricking pomposity; putting the power of consuming media in the hands of the user. The result was a campaign that we thoroughly enjoyed making, with a truly trusting client.”
Creative and production: EightyOne
Video production: Ro Tierney
Media agency: MBM