changing the conversation around pay-as-you-go energy
THE CHALLENGE
Ireland’s first pay-as-you-go energy provider found that after 7 years, the brand’s growth had started to plateau.
Irish people were passive about their energy consumption. And pay-as-you-go energy was stigmatised; it’s for people who cannot afford a monthly tariff.
We were tasked to convince pay monthly consumers to consider and then choose to pay-as-you-go.
To do so, we had to shake off the negative perceptions and establish pay-as-you-go as the modern lifestyle choice.
New visual identify and guidelines
New tone of voice
THE strategy
Research revealed that our audience like tracking everything – steps, calories, social media views, their Uber and estimated journey time. Being in control and in the know makes them feel smart. But when it came to energy usage, they were in a state of blissful ignorance, paying estimates vs actuals and not knowing quite what they were spending on.
Our campaign spun around the insight that knowledge is empowering and helps us make informed choices.
We wanted consumers to come off auto pilot and start actively engaging with their energy consumption. And we did this by changing the conversation around pay-as-you-go energy. Positioning it as the ‘better way to pay’, hence an obvious lifestyle choice, for smart spenders.
We worked on their brand repositioning, a new visual identity and an integrated campaign across TV, Paid Social, Digital, OOH, Press, Radio and Door Drops.
Our campaign “More Power to You” established Prepay Power as the category “hero” imparting knowledge on energy consumption, so consumers can save money, spend smart and waste less. Two years on, the brand continues to enjoy a market share increase YoY.
Paid social on Facebook and Instagram