A year on from unveiling its refreshed brand, Mercury has released a campaign via FCB that celebrates the success of its e-bike push and continues to demonstrate its 'Energy Made Wonderful' messaging.
The new campaign consists of a 30-second TVC, with two 15-second cut-downs and banner ads. It follows e-bike riders as they come together to ride past people in cars and on motorbikes, showcasing the ease of this energy-efficient mode of transport.
The video continues the theme released to mark the rebrand last year—also based on the 'Energy Made Wonderful' idea—showing a young Kiwi surfer easily riding an e-bike up some otherwise calf-destroying hills.
Mercury’s head of marketing, Ben Harvey-Lovell says the company wanted to make people think about electricity differently and considered all the wonderful things electricity helps them to do. It wanted to make it "something that they would remember, and inspire them to be part of Mercury".
And the inclusion of a group of people on e-bikes in this latest TVC celebrates the success of the bikes since then.
FCB’s executive creative director Tony Clewett says it’s exciting for the agency to be working with an energy company that’s actually passionate about energy.
Since promoting its passion for energy with the rebrand, Mercury has been living up to that by offering Mercury customers a saving of up to $500 off an e-bike purchase. That deal has no doubt contributed to e-bike sales more than doubling in New Zealand in the last 12 months and more than two million Kiwis loving the idea of e-bikes, according to a recent survey by Colmar Brunton.
And it’s not the only successful numbers Mercury has seen since it was formed by the coming together of Mercury Energy and Mighty River Power with a bee symbol as its logo.
It's also achieved solid customer growth with net gains over 18,000 ICPs (customer connections) in the 12 months through to June this year. The previous 12-month period saw Mercury Energy lose 8,000 customers.
Mercury has also seen its customer retention rate, lowering customer churn to 13.5 percent (well below the industry average of 20.1 percent).
“We want to flip the industry model – we don’t need to chase new customers if we have happy, loyal customers that want to stay with us,” says chief marketing officer Julia Jack.
“Our customers are voting with their feet by choosing to stay with us in record numbers. That’s the real sign that our brand and how we put it into action is hitting the mark.”
She adds it kept customers engaged every step of the way through the brand building process by asking them what they wanted and that includes choosing the bee logo.
The idea to adopt the bee as the symbol of the brand was analogous to Mercury’s purpose to provide Kiwis with access to renewable energy and last year, Jack explained that's because bees play an integral role in sustaining the environment.
Now, reflecting on its execution, she says she's surprised and pleased at how positively customers reacted to the bee and how the Mercury team took such a big change on board.
“It’s a powerful and memorable symbol for our brand that really connects us all internally as well as with our customers."
With the first 12 months now complete, Jack says the company will continue to build on the work it's already done but, above all, it’ll keep asking questions and listening to its customers.
"Our customers will tell us what we’re getting right and what we need to do better; we just need to keep listening so we can continue to make energy wonderful for them,” she says.