Trustpower campaign opens full bag of tricks

Trustpower’s name means a long association with electricity supply, but it’s on a mission to let kiwis know about the services it’s less known for.

The Better Together campaign offers broadband, phone, gas and electricity, billed to the customer on one account. It will initially be offered in Auckland and Hamilton, followed by Wellington.

The company has offered phone and broadband services for eight years under the Kinect brand and supplies 54,000 of these services nationally, including 2000 ultrafast broadband services over fibre, says marketing communications and program manager Carolyn Schofield.

However, Trustpower hasn’t actively marketed its services in major metropolitan centres in recent years, says Schofield.

“Research has shown that Trustpower has very little brand awareness in these areas. So a key objective for this campaign is to raise awareness of Trustpower, not just as an electricity retailer, but as a multi-utility service provider.”

The offering is unique in New Zealand, she says, adding she’s not aware of any companies overseas offering the same combination of products and services.

Trustpower has marked the multi-service approach with a new brand look and a campaign across TV, print, radio, billboards, direct mail and online.

The Better Together campaign focuses on Auckland, Waikato and Wellington.

Demand has been growing from Trustpower’s existing customer base for multi-services and before the campaign started over 20 percent of customers were taking two or more utility services from the company, says Schofield.


Client: Trustpower (Carolyn Schofield)

Creative Director: Daniel Crayford

Brand/Planning: Nick Sampson

Film Company: Robber’s Dog 

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