Following a competitive pitch in February, independent agency Reason has unveiled the latest brand campaign for Powerswitch ‘It pays to change’. Run by Consumer NZ, Powerswitch is a free and independent power comparison website where users can quickly check their power plan against the best deals and switch providers.


‘It Pays to Change’ recognises the truth that people ultimately don’t care about power— it’s a boring and complicated utility, and so they end up in a set-and-forget relationship that costs them in the long run.

Says Lara Signal, Marketing Manager, Powerswitch: “We’ve found over 90% of users can save money by changing provider with the average saving now around $400 a year. . But even with such compelling savings, half of Kiwis have been with their current provider for 5 years+, and a quarter for 10 years+. We identified apathy as a primary barrier”.

Says Madison Trevella, Account Director, Reason: “With the collective belt tightening that is occurring across the country, it is often our utilities and fixed costs we tend to overlook. We identified that before we get people to ‘switch’ power providers, we need them to be open to ‘change’. This creative idea shows unusual ways people can be stuck in a rut- and prompts them to think about how long they might have been with their power provider.”

Says Matt Eastwood, Creative Strategist: “Rather than focus on the savings from switching— there was an opportunity to tell a deeper story of how unchanging is unhealthy. Whether it’s Sue’s old perm or Jen’s boring husband- it’s a good idea to switch things up, and while you’re at it- sort out your power plan”.

Says Tim Pointer, CEO, Reason: “Creative in today’s advertising era should be driven from a genuine customer insight, be dynamic enough to adapt to the plethora of channels it appears and most importantly, it needs to perform. I’m super proud of this campaign, it hits all those things and the results speak for themselves. ”

The campaign is live across TVOD, Social and Digital from April.


Client: Powerswitch
Marketing Manager: Lara Signal
Head of Operations: Bex Robinson
Powerswitch Manager: Paul Fuge
Marketing Specialist: Woody Bui

Agency: Reason
Account Director: Madison Trevella
Paid Media: Kasun Dantanarayana
Creative Strategist: Matt Eastwood
Senior Creative: Erik Hay
Production: Otherworld
Producer: Ashleigh Roworth
Art: Sheshe Sustainable Stylist
HMU: Amy McLennan
Editor: Hamish Waterhouse
Sound: Troy Kelly | The Armoury