Trustpower has launched a new brand TVC this weekend with the second creative execution using the ‘Meant to be together’ creative platform. The 90s TVC, ‘Four legs good’, was directed by Chris Dudman of CPD Films from a concept developed by long term agency partner Art & Industry.
The TVC tells the story of a man and a dog who are meant to be together for reasons that unfold as the story develops.
The TVC is a follow up to ’Lost and Found’ which told the story of childhood sweethearts Toby and Mel.
Says Carolyn Schofield, head of brand, Trustpower: “‘Lost and Found was incredibly successful. We continue to get wonderful feedback about it. Our advertising tracking research showed it outperformed previous advertising on multiple key metrics and it was in the Top 5 of New Zealand’s favourite TV ads in TRA’s independent research. We’ve even heard stories of the TVC being the prompt for people to make contact with ‘the one that got away’ from 40 years ago. But it was time for us to tell a new ‘Meant to be together’ story.”
‘Meant to be together’ provides a platform for Trustpower to tell stories to support Trustpower’s position as the leading supplier of bundled energy and telco services in New Zealand. Just like some people (or people and dogs!) are meant to be together, it’s natural that your essential home services should all be together with Trustpower.
Says Carolyn Schofield: “Our challenge was to follow up ‘Lost and Found’ with something even better. Rather than another ‘Boy meets girl’ story we wanted to tell a different, ‘Meant to be Together’ story that had even more emotional intensity, and ‘Four legs good’ delivers exactly that. Multiple studies show that emotional brand advertising that works on people’s subconscious brains is more effective long-term than rational advertising.”
The campaign almost didn’t happen. Although production can go ahead at Level 3, with strict Health and Safety protocols, the changing alert levels in Auckland meant that three days before the shoot it still wasn’t definite it could go ahead.
Adds Schofield: “It was a nerve-wracking few days for everyone involved as we approached the shoot date, but with a lot of hard work from the production team everything fell into place and we were able to go ahead.”
Trustpower’s advertising during the last few 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 a significant player in the telco sector with over 100,000 broadband connections and over 10,000 mobile 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 60s and 30s will be introduced in the coming weeks. The brand TVC will run in parallel with an offer-focussed 15s TVC promoting Trustpower’s headline ‘You Choose’ acquisition offer.
Client: Carolyn Schofield, Marketing Communications Manager, Trustpower
Agency: Art and Industry
Creative Director: Daniel Crayford
TV Production: CPD Films
Director: Chris Dudman
Producer: Bridget Bolton-Riley
Original Music: Age Pryor, featuring Andy Morley-Hall on lead vocals
Media: Independent Media NZ, Mark Reekie