AUCKLAND, Wednesday: Parnell full-service indie Calibre + Candor has created a new campaign for local energy player Pulse Energy.
CD Sarah Beck said: “This is Pulse Energy’s first major brand campaign, with an overarching message; their energy flows wherever your attention goes campaign taps into the insight that everyday Kiwis are largely ambivalent about power companies—so the best energy provider would be one that users actually didn’t ever have to think about.
“We took a 100% digital approach, delivering to audiences we knew would resonate with our brand values.
“The message comes from a belief that energy should be something New Zealanders don’t have to spend time thinking about, worrying they’re not getting a fair price, waiting on a call back or checking the details of every bill each month if they have a company that’s trustworthy and decent.
“Here is a provider that genuinely epitomises typically Kiwi values; they are humble and hardworking and what they offer is an honest and upfront service—so the campaign needed to showcase those values.
“At Pulse, we’re pretty much as Kiwi as you get – we’re tapped into the heartbeat of the community and working for New Zealanders.”
“The brand video shows a Kiwi family moving into their new home on a typical Auckland street. The excitement of the day is evident and the ease of moving, with everything powered already, allows them to settle in, relax and enjoy that milestone moment as a family together.
“The Pulse Energy campaign leverages data analytics to optimise the budget and target audiences who mirror their current customer base.”
Agency head of client service Nick Dykes said: “As a comparatively small operator we couldn’t expect to get meaningful traction by competing directly with the big category players.
“Instead, we took a 100% digital approach, delivering to audiences we knew would resonate with our brand values.”
Pulse Energy sales & marketing GM Louise Burgess said: “At Pulse, we’re pretty much as Kiwi as you get – we’re tapped into the heartbeat of the community and working for New Zealanders.
“We’re proud that this campaign reflects what is important to us.
“At Pulse, we’re pretty much as Kiwi as you get – we’re tapped into the heartbeat of the community and working for New Zealanders.
Display & social
The campaign also extends across digital display and social, and and runs until early December.
CREDITS
Client: Pulse Energy
Creative agency: Calibre+Candor
Media agency: Calibre+Candor
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