Powershop says Kiwis deserve better in latest brand campaign via EightyOne

Do you deserve better from your power company? Yes, you probably do. The latest creation from the team at Powershop, EightyOne, MBM and Assembly is an evolution of their 2019 campaign, Power Company You Can Love.

The new brand campaign picks up where they left off in 2019, but takes on an evolved positioning, You Deserve Better.

Says Monique O’Malley, senior brand manager at Powershop: “In 2019, we created our unforgettably big, pink character that has driven massive attribution results for the brand, so we are rolling them out again. With strong continuity in our agency relationships, we’ve developed the freedom and confidence to strengthen the platform and continue to push against our crowded industry. In this campaign we want to force consumers to think about the relationship they have with their power company and question whether that free TV was a ‘gift’, or if they are getting the value they were promised.”

Says Chris Bleackley, executive creative director, EightyOne: “A second instalment for the campaign was a great opportunity to show off our big pink asset.”

Says Hannah Eastwood, business director, MBM: “The new creative platform has great stretch. The coming together of everyday emotional truths and real-life power pain points has made for a rich channel & media buying strategy. Moving beyond channels, and into real life relationship moments. Our first moment – fortuitously launching on Valentine’s Day.”

The integrated campaign will include TV, digital, outdoor, social and print.

Client: Powershop
Marketing Lead: Tom Probert
Senior Brand Manager: Monique O’Malley
Creative Lead: Nacho Saurí/ Dan Hutchinson
Writer: Peter Johnston
Social Media & Content Manager: Taylor Armstrong

Agency: EightyOne
Executive Creative Director: Chris Bleackley
Art Director: James Henderson
Copywriter: Chris Appelros
Animator: Alex Le
Account Management: Emma Chote

Production Company: Assembly
Director: Damon Duncan
Producer: Helen Naulls

Media Agency: MBM
Managing Partner: Matt Bale
Business Director: Hannah Eastwood
Business Manager: Lisa Armour
Media Assistant: Lucien Burt