Following up on its recent rebrand, Trustpower has launched a new campaign via Auckland indie agency Gunroom (motto: We are advertising mercenaries; we’ll work for anyone – except British American Tobacco, you evil bastards.)
Gunroom, Robber’s Dog and Trustpower have produced a strangely engaging 90sec TV spot about two simple lovers who dress in silly costumes to get the Trustpower multi-utility story across rather effectively. The campaign is supported by billboards, street posters, bus backs, cinema, online and social.
Although the origins of the company date back almost 100 years, Trustpower has evolved beyond power generation and retailing and is also a fully-fledged phone and broadband provider, says Carolyn Schofield, marketing communications manager from Trustpower.
“The benefit of blending power and broadband is that customers get much better value, and that’s what this new campaign is all about.”
New Zealanders who switch to Trustpower for both services can get unlimited broadband for only $49 a month for 12 months. At an unlimited broadband price that’s around half what many other providers offer.
“Trustpower, however, believed that such a groundbreaking price was a powerful tool to explain and build the brand,” said Schofield.
“My instructions were clear: tell a story, create a strong emotion, and communicate the offer. Forget logic, don’t research, simply get people to feel and react.
“This campaign, built around a 90 second TV commercial, has exceeded our most optimistic expectations. Daniel Crayford and Nick Sampson at Gunroom have created a remarkable piece of advertising, and are an integral part of the Trustpower marketing team. Their ability to understand and deliver on the commercial imperatives of Trustpower, while creating empathetic and engaging storytelling is a rare skill.
“It takes a talented group of people to make a good idea great, and the level of craft and skill demonstrated by Chris Dudman and Robber’s Dog was exceptional – they are a joy to work with. Many thanks too to Jonathan Bree and Peter van der Fluit for composing such a beautiful song.”
CREDITS
Client: Trustpower (Marketing Comms Manager Carolyn Schofield)
Agency: Gunroom
Creative: Daniel Crayford
Account Director: Nick Sampson
TV Production: Robber’s Dog
Director: Chris Dudman
Producer: Mark Foster
Animation: Teaspoon
Original Music: Liquid Studios/Jonathan Bree/Peter van der Fluit
Media: Independent Media NZ/Mark Reekie
- Gunroom: gunroom.co.nz
- Robber’s Dog: www.robbersdog.co
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