Trustpower returned to TV screens this weekend with its first new brand campaign in two and a half years. The new TVC, ‘Lost and Found’, was directed by Chris Dudman of CPD Films from a concept developed by long term agency partner Art and Industry.
The TVC tells the story of childhood sweethearts, Mel and Toby, who are brought together again later in life as the result of an accident. It is the first creative execution under Trustpower’s new ‘Meant to be together’ brand platform.
Says Carolyn Schofield, marketing communications manager, Trustpower: “‘Meant to be together’ provides a platform for us to tell stories to support Trustpower’s position as the leading supplier of bundled utility and telco services in New Zealand. Just like some people are meant to be together, it’s natural that your essential home services should all be together with Trustpower.
“Our aim with ‘Lost and Found’ was to create a highly emotional story that people would relate to. Advertising effectiveness research from multiple sources including the IPA, WARC, The Ehrenberg-Bass Institute and Les Binet and Peter Field all indicates the importance of brand building to long term business success. Multiple studies also show that emotional advertising that works on people’s System 1, subconscious brain is more effective in building brands long-term that rational advertising.”
Trustpower has been at the forefront of using neuro-research techniques in New Zealand to optimise advertising creative. Working with Cole Armstrong from Neurospot the company carried out testing at both the concept stage and off-line edit in order to maximise the emotional response.
Adds Schofield: “Neurospot are able to literally tap into people’s brains, using EEGs to record how people are reacting at a subconscious level to what they are seeing on the screen. Combining this with eye tracking data allows us to understand how viewers are responding to each and every shot used in the TVC. The results of the testing of the first edit gave us valuable insights that allowed us make improvements to maximise the viewer’s emotional response. Some of these changes involved altering a shot used in the edit, others were more subtle and involved changing the length of a shot, sometimes only by a few frames.”
Trustpower’s advertising during the past six years has established the company as the leading provider of bundled energy and telco services in New Zealand. The company is not only one of the top five power retailers in New Zealand but is also now the fourth largest fixed line telecommunications retailer in New Zealand with over 100,000 customer connections. Nearly 50% of Trustpower customers have two or more services with the company and three quarters of new customers sign up for a multi-service bundle.
The campaign launches with a 90s TVC for broadcast TV and online. A further 60s and 30s will be introduced in the coming weeks. The brand TVC will be supported by a parallel campaign running in radio, OOH and online to communicate messages about the customer benefits of being with Trustpower.
Marketing Communications Manager: Carolyn Schofield
Agency: Art and Industry
Creative Director: Daniel Crayford
TV Production: CPD Films
Director: Chris Dudman
Producer: Bridget Bolton-Riley
Post Production: The Rig
Graphics: Leon Cayford
Audio: Liquid Studios
Music Composition: Age Pryor
Graphic Animation: Teaspoon
DOP: Andrew Stroud
Editor: Sam Brunette
Media: Independent Media NZ, Mark Reekie
Neuro-research: Neurospot, Cole Armstrong