Trustpower has returned to our screens with their first campaign in two-and-a-half years, ‘Lost and Found’, with emotional advertising front of mind.
The TVC’s concept was developed by Art and Industry and directed by CPD Films.
It tells the story of childhood sweethearts, Mel and Toby, who are reunited later in life as the result of an accident. It’s the first creative execution under Trustpower’s new ‘Meant to be together’ brand platform.
Carolyn Schofield, Trustpower’s Marketing Communications Manager, says: “‘Meant to be together’ provides a platform for us to tell stories to support Trustpower’s position as the leading supplier of bundled utility and telco services in New Zealand. Just like some people are meant to be together, it’s natural that your essential home services should all be together with Trustpower.
“Our aim with ‘Lost and Found’ was to create a highly emotional story that people would relate to. Multiple studies also show that emotional advertising that works on people’s System 1, subconscious brain is more effective in building brands long-term than rational advertising.”
Trustpower has been at the forefront of using neuro-research techniques in New Zealand to optimise advertising creative. Working with Cole Armstrong from Neurospot, the company carried out testing at both the concept stage and off-line edit in order to maximise the emotional response.
The campaign launched with a 90s TVC for broadcast TV and online, with a further 60s and 30s to be introduced, and will also be supported by a parallel campaign running in radio, OOH and online.
Client: Carolyn Schofield, Marketing Communications Manager, Trustpower
Agency: Art and Industry
Creative Director: Daniel Crayford
TV Production: CPD Films
Director: Chris Dudman
Producer: Bridget Bolton-Riley
Original Music: Age Pryor
Media: Independent Media NZ, Mark Reekie
Neuro-research: Neurospot, Cole Armstrong