Client: Powershop Australia
Title: Free Power Mode
Media: Owned (Website/EDM/Socials) / Radio / Social / Online Film / Display Skins
Date Of Campaign: 19/8/2019 - 23/8/2019
Background: There is a widespread misconception in Australia that renewable energy is both expensive and unreliable. As Australia’s greenest power company, Powershop needed to show Australians that renewables were a better alternative to coal-fired options. And being a much smaller player in comparison to coal-fired category giants, Powershop needed to capture attention beyond their media budget.
Idea: There are times when it’s so windy at Powershop’s wind farms that more energy is produced than can be sold. This excess wind power is a unique resource which could be used as tangible proof of how affordable and available renewable energy is.This led to the creation of ‘Free Power Mode’. A promotion that was activated whenever real weather events determined,As soon as the wind reached a certain level at Powershop’s windfarms, this wind data triggered Free Power Mode to go live. The entire business, and all of Powershop’s brand assets in market switched to this mode to give both new and existing customers free energy the day. An additional media buy was also triggered by the wind, ensuring as many Australians as possible could have their perceptions around renewables changed for the better.
Results: Free Power Mode caught the attention of Australia, Powershop’s competitors and the news media. •The campaign contributed to a 57% YOY sales growth for Powershop.•On launch, Powershop experienced their highest level of online activity ever. •In the month after the campaign, online sign-ups to Powershop surged 95% YOY.