As part of its 2017 digitally focussed marketing strategy, New Zealand power company Meridian, with the help of Barnes Catmur & Friends Dentsu, has released a series of 15-second online films and audio ads encouraging people to switch to Meridan so they can spend less money on power and more on the things they enjoy.
Socrates
Power is, for most people, a low interest category and, in the words of Howard Gossage, the ‘Socrates of San Francisco’: “Nobody reads ads. People read what interests them.”
The online films were thus designed to speak directly to specific audience interests, ranging from pets to gaming to make up. So far the videos have racked up over 645,000 views with a view-through rate of 92%.
The new approach to Meridian’s digital marketing strategy will continue, with Meridian planning to refresh the creative later in the year.
See all four films:
- Gaming: http://bit.ly/2oKWdZm
- Dog: http://bit.ly/2pziwRT
- Computer: http://bit.ly/2peO3M3
- Makeup: http://bit.ly/2oSRCGM
CREDITS
BC&F Dentsu
Executive Creative Director: Paul Catmur
Executive Strategic Director: Daniel Barnes
General Manager: Luke Farmer
Account Director: Jordan Metcalfe
Head of Production: Phil Newman
Creative: Brad Stratton
Fish & Clips
Director: Dean Hewison
Producer: Tulsi Bramley
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