The latest creation from the team at Powershop, EightyOne, MBM and Assembly asks audiences whether they deserve better from their power company, and tells them that yes, they probably do.
The new campaign picks up where they left off in 2019 with Power Company You Can Love, but takes on an evolved positioning, You Deserve Better – asking the tough questions such as “sick of being let down?” and “ready to move on?”
Monique O’Malley, Senior Brand Manager at Powershop, says: “In 2019, we created our unforgettably big, pink character that has driven massive attribution results for the brand, so we are rolling them out again. With strong continuity in our agency relationships, we’ve developed the freedom and confidence to strengthen the platform and continue to push against our crowded industry.
“In this campaign we want to force consumers to think about the relationship they have with their power company and question whether that free TV was a ‘gift’, or if they are getting the value they were promised.”
EightyOne’s Executive Creative Director Chris Bleackley says: “A second instalment for the campaign was a great opportunity to show off our big pink asset.”
MBM Business Director Hannah Eastwood adds: “The new creative platform has great stretch. The coming together of everyday emotional truths and real-life power pain points has made for a rich channel and media buying strategy.”
The integrated campaign includes TV, digital, outdoor, social and print.
Powershop Marketing Lead: Tom Probert
Powershop Senior Brand Manager: Monique O’Malley
Powershop Creative Lead: Nacho Saurí/Dan Hutchinson
Powershop Writer: Peter Johnston
Powershop Social Media & Content Manager: Taylor Armstrong
MBM Managing Partner: Matt Bale
MBM Business Director: Hannah Eastwood
MBM Business Manager: Lisa Armour
MBM Media Assistant: Lucien Burt
Director: Damon Duncan
Producer: Helen Naulls