New Zealand musicians collaborate in latest creative campaign for Trustpower via Gunroom
Trustpower has launched its first major campaign via Gunroom in nearly two years with a new TVC featuring New Zealand musicians Age Pryor, Laughton Kora, Chris O’Connor and Emma Eden.
The new creative marks a departure from Trustpower’s advertising of the last three years which featured the characters of Captain Energy, Broadband Girl, and their puppies.
Says Carolyn Schofield, marketing communications manager, Trustpower: “Our research showed Captain Energy and Broadband Girl were very effective in communicating Trustpower’s bundled energy and broadband services. They also helped to establish a distinct personality for the brand. However it was time to move on to something new.”
The new creative, featuring a group of New Zealand musicians coming together to create a song, has been developed off the back of research carried out by Trustpower during 2017 into perceptions of the brand and the role that Trustpower can play in customers’ lives.
Says Schofield: “We found that through our key products, and through our superior service, Trustpower gives people back time to do the things they want to be doing. We help customers to feel in control and be confident about the way they manage their daily lives. When day to day life admin is all sorted it creates a bit of extra space in people’s lives to do more of what they want to do.
“We wanted to create advertising that communicates a feeling of being relaxed and laid back. And we wanted to create a moment of space in a commercial break that left people feeling good. The campaign launches with a 3 minute spot in key programmes so that viewers, rather than being bombarded with multiple competing messages in the break, can just sit back and enjoy what we have created.”
The development of the creative approach was a collaboration between creative director Daniel Crayford of Gunroom, well respected musician Age Pryor and director Chris Dudman.
Says Schofield: “Age has written us a beautiful song that encapsulates the feeling of taking it easy and having a little bit of extra time to enjoy life. And he brought together Laughton Kora, Chris O’Conner and Emma Eden who do a fantastic job bringing the song to life.”
Trustpower’s activity over the past four years has established the company not only as one of the top five power retailers in New Zealand but also as a serious competitor to the major telcos. Trustpower is now the fourth largest fixed line telecommunications retailer in New Zealand with over 80,000 customer connections. 35% of Trustpower customers now have two or more services with the company and 80% of new customers sign up for two or more products.
Says Schofield: “Less than four years ago our own research was giving us a consideration score of 0% as a telco retailer in Auckland. How things have changed.”
The campaign launches with 180s and 90s TVCs for broadcast TV and online. A further 30s and 15s will be introduced in the coming weeks. The song, “We’ve got the time” written and performed by Age Pryor, is available on iTunes, Google Play and Spotify.
Client: Carolyn Schofield, Marketing Communications Manager, Trustpower
Agency: Gunroom
Creative Director: Daniel Crayford
TV Production: Director: Chris Dudman
Producer: Mark Foster
Original Music: Age Pryor
Media: Independent Media NZ – Mark Reekie
28 Comments
Love the advert and especially the musicians
The music is stunning, amazing! Certainly caught my “ear” !
Love the latest ad. Music awesome
As a past customer of Trustpower and someone who will never buy a product if the advert is rubbish, I absolutely love this ad. The music coming together is great, visuals suit and the tune is very beatty.
Thanks for making a real nice piece music and hope the marketing pays off.
Seriously though I need to know this
is the xylophone “Phone”, the bass “Power” the hornthing (sorry dunno the word) “Gas” and the vocal/dude who picks everyone up, hes “Broadband” right
if so, Genius!
if not, serendipitously genius!
Love the ad and the song! Very kiwi very catchy …just love it. Well done to whoever brought this all together. Makes me feel good everything I view it on TV.
Love the video its so catchy the song keep you fixed to the screen truly a beautiful song
Just love this music, like Celtic music, would love a CD of this type of music.
Keep it up Trustpower, doing good
Just love to listen to the music every time it comes on,reminds me of summer days, butterflies rainbows and the seaside.
Nice Real Nice
Music just beautiful thank you! Every time it comes on I have to stop and watch…..
Great advertisement, the best since the 2015 Lotto one, shot at Ngawi, also with lovely music (On The Sea, by Beach House).
This advert is brilliant. May I predict it will be the advert of the year! . Just love the whole thing, music, scenery and dedication of the musicians. I’d love to get a cd or a download of the who piece of music.
Just love this music..
Where can i buy it!!?
So beautiful..
Beautiful music, like the magicians. LOVE, LOVE THE SONG
Luv luv luv the ad and the music. It’s everything you wanted it to be. It takes you into a different “ SPACE “ Would luv to be able to download it or get a copy of it. BEST ad ever. Must win ad of the year award.🏆🥇🎼
This kind of comment makes me think you either know the musicians personally or out had a hand in creating the advert..like.you work for Trustpower. Otherwise, you’re just talking nonsense. No one wants to download an advert to watch again and again. That’s just stupid.
This advert has grown on me. I even googled to.find out who the band was. Well done. I love the song. I would love to hear more from them.
Don’t like the music at all. Irritating but guess it makes you remember the ad!!!!
Just loved that catchy beat and have put a dance to it. I teach line dancing and have done for 40 years.
Music has no age barriers when music is this good.
can anyone buy that music ? Its beautiful ! Who is the band or is it just a band for the ad?
Just love the music. We were so impressed and wanted to know which band it was – we would buy their music.
If you search for “we’ve got the time” on the Google Play Store you can buy the song there (for $2.19)
It was great to google Trustpower to find out the amazing song used in their ad. Love it.
Lovely where is it filmed apart from the indoor shots
The worst crap I’ve ever heard!
Sorry guys, the second the ad comes on, I change the channel, most irritating ad ever, apart from the trust power earlier ads, couldn’t stand them either
I disagree with all of you. The advert creates the illusion that trustpower are a laid back, easy to work with company, when this couldn’t be further from the truth. Their credit checks are so stringent that many, many people don’t qualify for their “easy, laid-back” power and internet, and they have been taken to court for false advertising… Baiting customers into joining with false promises, and insane costs to terminate contracts. Between $700 and $1300 to break a contract early with an extra $59 per month on top for 12 months seems more than excessive to me. While using Kiwi musicians (which incidentally have nothing at all to do with a power and broadband company – this ad just makes me go…huh, how is this relevant to a power company??) might make Trustpower appear to be more relatable or accessible to the everyday kiwi, it’s just another gimmick. I strongly suggest you read the Ts & C’s very, very carefully before you join up to any Trustpower plan.
What these musicians have put together is just delightful. I turn it up to the max every time I see it and that’s not often enough. Never said that before. The melody just never leaves. Glorious. Congratulations and thank you to all concerned.