Citipower, Powercor and United Energy shine a light on the ‘lineys’ who maintain Victoria’s power

Citipower, Powercor and United Energy are putting faces to the people who maintain the power lines throughout Melbourne, in the latest campaign for the three brands.

In the ads, the ‘lineys’ take selfie-style videos of them going about their day-to-day work, rain or shine.

The campaign is launching the ‘Good people in power’ brand platform that will span all three brands and seeks to change customers’ perspectives of the energy networks.

Joanne Pafumi, general manager of corporate affairs at Citipower, Powercor and United, said: “The ‘Good people in power’ platform is part of our investment in creating a more direct and meaningful relationship with customers. In doing so, we want to lift our people’s profile by highlighting the quality work they do every day to deliver electricity supplies at better than 99.9% reliability. This is what our teams are passionate about – and that comes through in the creative.”

Pafumi said the campaign was crucial to maintain the 66% of homes and businesses in Victoria that are powered by the three networks.

“Customers now have a wide range of choice for how to use electricity, meaning distributors need to have more of a presence if customers are to get the most out of their systems and receive appropriate support and advice,” she said.

BWM Dentsu Melbourne was behind the campaign.

Amy Hollier, executive creative director at BWM Dentsu Melbourne, said: “When it comes to marketing, the energy category is ripe with conventions and clichés. People are looking for transparency and integrity in the energy market. So, we avoided anything overly constructed in favour of sincerity and honesty. This has been achieved by working with real ‘lineys’ to capture the personalities behind the powerlines.”

The campaign will be executed across free-to-air and catch-up TV, radio, OOH, cinema, social media and PR.


Client: Citipower, Powercor and United Energy
Agency: BWM Dentsu Group
Production Company: Airbag
Director: Will Horne


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