B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • AFL
  • Pinterest
  • AI
  • News Corp
  • Cairns Hatchlings
  • NRL
  • Married At First Sight
  • Channel 10
  • oOh!Media
  • Anthony Albanese
  • WPP
  • Thinkerbell
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: BWM Dentsu Enlists Actual Tradies For New Victorian Electricity Campaign
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Campaigns > BWM Dentsu Enlists Actual Tradies For New Victorian Electricity Campaign
Campaigns

BWM Dentsu Enlists Actual Tradies For New Victorian Electricity Campaign

Mariel Malabanan
Published on: 18th October 2019 at 10:18 AM
Mariel Malabanan
Share
3 Min Read
SHARE

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.

 

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Ad campaigns, BWM Dentsu
Share

Latest News

Nine Hires Boomtown’s Brian Gallagher Amid Plans To Spin Off Radio Arm 
23/05/2025
Powering A New Era Of Digital Retail: Clemenger Group’s LEVO Named Exclusive APAC Launch Partner For Optimizely & Commercetools’ Global Strategic Partnership
23/05/2025
reddit-hero (1)
Reddit Expands Shopping Tools With Full Launch Of Dynamic Product Ads & Smartly Integration
23/05/2025
Former U.S. Vice President Kamala Harris Headlines The Upcoming Australian Real Estate Conference, Whilst News Australia Has Revealed Its Planned Content
23/05/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?