In an industry rife with gimmicks and overly sentimental ads Frank Energy promises a more straight-up deal on power for Kiwis.
After a competitive pitch in June last year, Motion Sickness was tasked with relaunching the then 20-year-old Energy Online brand, giving birth to Frank*Energy. As the name suggests the new brand rejects played-out industry tropes in favour of a more ‘no-frills’ approach to providing power.
The new creative work is based on the insight that people really don’t want to think about power, they simply want a good deal without complexity or gimmicks. This is brought to life in a series of hyperreal situations in which someone is a little too frank, with the brand’s mascot – a huge green asterisk – appearing to point out this is only a desirable quality in a power provider.
“Power is a need, not a want. We realised that for many of our fellow New Zealanders, a power company with no guff, fluff, soppy emotion or gimmicks might actually be what they’re looking for. Some people, like us, just want straight-up power,” says Hilary Ngan Kee, Head Of Strategy at Motion Sickness
And why an asterisk? Rather than a means to represent the usual omissions, disclaimers, fine print and hidden agendas, Frank’s new mascot looks to reinvent the typically feared symbol, using it to promote transparency and fairness.
“A proposition so direct and simple give us licence to be a little unpredictable with the delivery. Straight-up doesn’t have to mean boring. There’s a relief in stripping back the facade – and this idea of ‘truth’ is such a fertile, entertaining ground to explore,” says Sam Stuchbury, Executive Creative Director at Motion Sickness.
As the ethos of Frank commanded, the new brand and it’s encompassing visual executions required an equally simple (at times punishingly so) and refrained approach. Leaning heavily into its ‘functional-first’ roots, if an introduced element didn’t serve a purpose, it didn’t make it across the line. Ultimately, Frank pins its hat on great service and ease of use,its straight-shooting new brand reflects just that.
“In relaunching as ‘Frank’ we wanted to be the clear choice for Kiwis’ with better things to do than think about their power. The campaign from Motion Sickness is a strong reflection of our focus on providing great value and a customer experience that’s relaxed, simple and straight-up. We’re also hoping our ads will give NZ some more interesting energy conversations – watch this space,“ says Frank*Energy Senior Marketing Manager, Michael Wood.
The new brand and accompanying integrated campaign includes assets for TV / digital video, OOH and social media all produced during strict Level 4 lockdowns late 2021.
Credits
Client
Client – Frank Energy
Shaun Rees – General Manager
Senior Marketing Manager – Michael Wood
Marketing Manager – Farhan Khan
Agency
Agency – Motion Sickness
Executive Creative Director – Sam Stuchbury
Creative Director – Jordan Stent
Head Of Strategy- Hilary Ngan Kee
Business Director – Alex McManus
Lead Creative – Will Macdonald
Copywriter / Creative – Sylvia Humphries
Graphic Designer – Nicholas Jamieson
Graphic Designer – Anna Hughes
Account Manager – Emma Ellwood
Media – PHD
PR / Activation- Drum
Web & App Development – Ghost
Production
Production Company – Motion Sickness
Director – Sam Stuchbury
Producer – Joseph McAlpine
Production Coordinator – Alex Schofeild
1st AD – Luke Wheeler
DOP – Alex Glucina
1st AC – Richard Elworthy
2nd AC – Freddy Riddiford
Gaffer – Sam Jellie
Grip – Evan Pardington
Art Director – Anna Maxwell, Dion Boothby
Wardrobe Stylist – Miranda Raman
Editors – Pete Hansen & Jolin Lee
Colourist – Matic Prusnik
Music – Cam Ballantyne
Sound Design – Bigpop Studios
