In an Australian first Powershop today announced its new campaign, ‘Power You Can Be Proud Of’, and put its advertising dollars to good use.
The energy retailer announced that it will carbon offset any emissions directly attributable to its digital out of home billboards placed with oOh media and radio advertising purchased and produced through Southern Cross Austereo.
The campaign was launched overnight, with the TVC going live during Channel 10 News and The Sunday Project and will be broadcast across outdoor sites and on radio. The TVC features a young couple’s morning routine and seeks to highlight all the appliances the couple would use in a regular morning.
The voice-over explains that when you’re with Powershop, you can be proud of your power as it can help fund coral reef restoration projects, support renewable generation and your energy use will be totally carbon offset. All at no extra cost to Powershop customers.
Powershop marketing manager, Michelle Grigg said this campaign goes to the heart of why Powershop was started.
“We are a different – and better – kind of energy company. Powershop entered the Australian market in 2014 as a transparent, fair and greener energy retailer. We empower our customers to save money by helping them to be aware of how much energy they‘re using with our app and online usage tools. This eliminates bill shock and lets customers get in control of their power bills.”
“We work with our customers to fight climate change together. Our aim is to always put more renewable energy into the grid than our customers actually use. This means that as more people join Powershop, we can continue to further invest in renewables to match our growing customer base.
“We’re also Australia’s only electricity and gas retailer to be certified 100% carbon neutral by the Australian Government. All the electricity our customers use is 100 per cent carbon offset – at no extra cost to them.
“When we were thinking about what we wanted to say with this campaign we knew we wanted to talk about our green credentials and our company mission but also to show leadership in the marketing department by carbon offsetting the campaign itself,” Grigg said.
whiteGREY joint executive creative directors Joe Hill and Garret Fitzgerald said: “We feel good when we know we’re doing something positive for the world, however our energy isn’t typically considered something we can take pride in. Powershop’s 100% carbon offset power is worthy of a spot on the mantle”.
Creative & Digital Media agency: whiteGREY Melbourne
Media Agency: Media33
PR Agency: Character & Distinction
Production Company: Rabbit Films
Director: Lachlan Dickie