Research and brand strategy
The initial phases included undertaking deep research to intersect Powerclub’s proposition with consumer tensions in a competitive space. This included strategic reviews, in-depth interviews and focus groups, the findings of which would drive the overall strategy.
The process showed that the energy industry is marred with negativity. Consumers are confused and fed up; they just want to get a fair deal. We realised that by simply being upfront, Powerclub would break industry norms. This helped us to form Powerclub’s strategic objectives and brand purpose, while informing its attributes and personality traits.
From here, a brief for the brand identity was developed, to translate the strategy into something a consumer could digest.
Aligning the creative
With a primary focus on ‘Australian households’, the creative was designed to encapsulate the core idea, “giving Aussies a fair go”, applying a lively, friendly, insightful and authentic tone.
The visual identity was designed following the same principles. A new logo was created that demonstrates the friendly, welcoming nature while communicating the product through category symbols.
A lively, authentic photography style was selected, showcasing ‘real life’ through relatable situations. The final piece was an overall creative platform to tie it all together: “Save your energy for life”.
Optimising our approach
Through our prelaunch testing, it became apparent that humour and relatability played out well on social. This meant that our qualities of being “lively” and “authentic” would be amplified going forward, providing a tighter framework to guide future content creation.
Testing in The Hills also showed positive results around an element of exclusivity and incentives to be an early adopter. So, in the lead up to launch, we created hype around Powerclub with a social countdown. The tactic encouraged early-birds to sign up and get started “saving their energy for life” sooner.
Selecting marketing activities
As a new and growing company, encouraging sign-ups to Powerclub’s offer was the core objective. Yet this had to be done in a way that felt both engaging and genuine. Demonstrating value to our audience was crucial to drive conversions. One such method for tackling this was the offer of free energy bill comparisons.
Through this tactic, we were directly educating consumers about how much they could save through switching to Powerclub. These numbers could then be shared via social channels to convince sceptics and encourage others to compare.
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