Mercury casually cycles into phase two of its e-bike campaign

  • Advertising
  • August 8, 2017
  • StopPress Team
Mercury casually cycles into phase two of its e-bike campaign

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.

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Effies 2017: FCB basks in golden glow, owns the night with Mercury

  • Awards
  • October 20, 2017
  • Erin McKenzie
Effies 2017: FCB basks in golden glow, owns the night with Mercury
Mercury and FCB

Last night, Auckland's Langham Hotel was taken over by advertising and marketing folk eager to celebrate the country’s most effective marketing campaigns at the 2017 NZ Effie Awards. Near 200 entries had been whittled down to 100 finalists before the best of the best were invited to the stage to bask in bronze, silver and gold. Here's the low down of who won what.

Read more
Sponsored content

New Zealand's love affair with Facebook

With Kiwis now spending around half of their media consumption time online, Mosh shares its advice for local businesses on Facebook.

topics
Beneath the Surface
Beneath the Surface
In this series, brought to you by Microsoft, we talk to a conceptual photographer, illustrator ...
Insight Creative
Insight Creative
Insight Creative specialises in shaping business stories out the core insights that often lie under ...
20/20 (tele)vision
20/20 (tele)vision
Media consumption is changing. But by how much?
The Hot List
The Hot List
Our rundown of the hottest shows, brands and creators in New Zealand media. 1. magazine ...
Cannes Lions 2017
Cannes Lions 2017
All the winners, the shortlists and the drama from this year's edition of advertising biggest ...
Merger Mania
Merger Mania
All our stories on the nation's two failed mergers in one place
Bauer Beyond the Page
Bauer Beyond the Page
When it comes to creating branded content, there are few better in the Kiwi market ...
The Indies
The Indies
Over the course of this series of articles, we look at how always-nimble indy agencies ...
AdRoll on automation
AdRoll on automation
Marketing automation is tipped to eventually become the only way advertising is traded in the ...
Game Changers
Game Changers
It’s all about PEOPLE. Join us as we discuss global insights, ideas and innovations from ...
TVNZ-NZ Marketing Awards 2015
TVNZ-NZ Marketing Awards 2015
Celebrating all the winners of the 2015 TVNZ-NZ Marketing Awards.
Future Tense
Future Tense
In a new series, StopPress talks to a range of newsmakers currently trying to shine ...
Beyond the Page
Beyond the Page
In conjunction with the MPA, the Beyond the Page series shows how some of the ...
Up Country
Up Country
In conjunction with News Works, the Up Country series talks with some of New Zealand's ...
Sounding off
Sounding off
As part of a content partnership with MediaWorks, we've asked a few of the company's ...
StopPress Podcasts
StopPress Podcasts
We sit down for a chat with industry leaders to find out what they're up ...

Horse's Mouth: Kevin Kenrick, TVNZ

  • Podcast
  • October 19, 2017
  • Damien Venuto
Horse's Mouth: Kevin Kenrick, TVNZ

On the afternoon of TVNZ's new season launch, the broadcaster's chief executive Kevin Kenrick sat down with StopPress for a chat about the business.

Read more

Air New Zealand claims September Ad Impact award

  • Ad Impact
  • October 19, 2017
  • StopPress Team
Air New Zealand claims September Ad Impact award

It was a busy September with a range of brands releasing new spots in the lead up to the warmer months of the year. There could, however, only be one Colmar Brunton Ad Impact winner, and this time we saw a repeat winner step up to the podium.

Read more
voices
features

TVNZ-NZ Marketing Awards 2017: Why Whittaker's strategy is the best, bar none

Whittaker’s has grown from humble beginnings to a world-class chocolate company. Partnering with the domestic goddess Nigella Lawson, it’s encouraged consumers to join the switch ...

features

TVNZ-NZ Marketing Awards 2017: Karma Cola puts money where mouths are

Ethics may not be something traditionally associated with the soda industry, but for Karma Cola, creating good looking, great tasting, do-gooding drinks is at the ...

Sponsored content

Linkage analysis: data's hidden stories

Ipsos' Leo Cremonezl and Jonathan Dodd talk transforming your customer data into real financial and business benefits.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit