Victorian energy distribution networks CitiPower, Powercor and United Energy have launched a new phase of their ‘Good People In Power’ brand platform, created by BWM Dentsu.
The new creative builds on the trio’s 2019 brand campaign, which starred workers from the three companies, who are continuing the conversation about frontline energy workers with Good People In Power.
Between them, CitiPower, Powercor and United Energy move electricity to and from more than 1.8 million homes across the state, and the new brand platform introduces Victorians to more team members telling stories about how they ensure people get the electricity.
The creative focuses on the key promises of the companies around aspects like reliability, flexibility and safety.
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CitiPower, Powercor and United Energy general manager of corporate affairs Joanne Pafumi, said the brand strategy will build on the trust cemented with customers from the 2019 campaign.
“Monthly research shows our first campaign generated a 50% boost in customers’ trust in us to deliver,
“This is really important while we’re building relationships with our customers to help them get more out of their investment in new technologies like solar, electric vehicles and batteries.
“The research also showed we need to do more to educate on what we do to support customer and community safety. We found this is a key driver of trust in regional communities.“
18 skilled workers tell their stories across the ad series, which is rolling out across television, radio, OOH and social media.
BWM Dentsu managing director, Belinda Murray, said 18 months’ worth of customer insights went into developing the campaign.
“Trust started to climb immediately following the launch of Good People in Power. What also became clear through the first year of brand tracking, was a gap in the knowledge of Victorians in the role of electricity distributors.
“The key to building more trust is competency, which is why we’re demonstrating the range of abilities and expertise of people who work below and above ground at CitiPower, Powercor and United Energy. This new work hasn’t lost the trademark sincerity and honesty that is working so successfully,” Belinda said.
BWM Dentsu has held the creative account for the three companies since mid-2019.
Credits:
Client: CitiPower, Powercor and United Energy
Agency: BWM Dentsu
Production Company: Airbag
Director: Will Horne