It’s that time of year again, the temperature drops and power bills rise as heaters and electric blankets come out in full force. It only seems fitting for electricity suppliers to launch a flurry of deals and campaigns to vie for the consumer dollar, a trend ad spend numbers support. But, while Trustpower’s Carolyn Schofield says winter is when customers are most likely to switch, Flick Electric Co.’s Jessica Venning-Bryan says winter electricity campaigns are symptomatic of a more old school power company model and consistency is key.
Choosing an adtech partner isn’t easy, as Trustpower’s Wayne Ramshaw explains. Here’s why he settled on AdRoll.
Back in 2013, Tauranga-based Trustpower launched its ‘Better Together’ campaign, which positioned the company as a multi-utility service provider offering power, gas, phone and broadband. In April 2014, it ventured back into the Auckland, Wellington and Hamilton markets after an absence of ten years. And then in March this year it launched its ‘$49 Unlimited Data Broadband’ campaign, which shows two quirky characters—Captain Energy and Broadband Girl—connecting at a nerd convention. Now, following what marketing communications manager Carolyn Schofield says was public demand, the pair have returned and they’re taking their relationship to the next level through karaoke.
Trustpower has been offering phone and broadband services for eight years under a standalone brand, but its name naturally prompts an association with electricity. The company is out to change that with a campaign that reveals a full kit of services.