Victorian electricity distribution networks CitiPower, Powercor and United Energy have unveiled a new brand platform which celebrates the people that make power possible, delivering a fresh, authentic perspective on the energy category that marks a paradigm shift in its brand positioning.

Created by BWM Dentsu Group, the ‘Good people in power’ platform aims to reset the energy conversation by using selfie-style cinematography to connect Victorians with the linesmen and women – or ‘lineys’ – that bring them reliable electricity every day.

Joanne Pafumi, general manager of corporate affairs at CitiPower, Powercor and United Energy, said by pulling back the curtain on the daily moments where the importance of a reliable electricity supply may be overlooked, the new positioning aims to transform customers’ perception of the networks.

The new direction heroes ‘lineys’ as they go about a range of day-to-day jobs to build a resilient network; from getting the power back on in a severe storm, to upgrading equipment and maintaining the infrastructure.

“The Good people in power platform is part of our investment in creating a more direct and meaningful relationship with customers. In doing so, we want to lift our people’s profile by highlighting the quality work they do every day to deliver electricity supplies at better than 99.9 per cent reliability. This is what our teams are passionate about – and that comes through in the creative,” Pafumi said.

While sixty-six percent of homes and businesses located across Victoria have their electricity delivered by either CitiPower, Powercor or United Energy, Joanne explains that building a stronger relationship with customers is crucial for the networks.

“Customers now have a wide range of choice for how to use electricity, meaning distributors need to have more of a presence if customers are to get the most out of their systems and receive appropriate support and advice.”

The regional and metro Victoria based idea extends from external staff communications right across all touch points including; free-to-air and catch-up TV, radio, OOH, cinema, social media and PR. All were shot from the point of view of the people in the advertisements. An online landing page showcasing the creative direction has been created for CitiPower, Powercor and United Energy.

Amy Hollier, ECD at BWM Dentsu Melbourne, added: “When it comes to marketing, the energy category is ripe with conventions and clichés. People are looking for transparency and integrity in the energy market. So, we avoided anything overly constructed in favour of sincerity and honesty. This has been achieved by working with real ‘lineys’ to capture the personalities behind the powerlines,” Amy said.