11 October 2019
Victorian electricity distribution networks CitiPower, Powercor and United Energy have unveiled a new brand platform which celebrates the people that make power possible, delivering an authentic creative that marks a paradigm shift in its positioning within the industry.
Created by BWM Dentsu Group, the ‘Good people in power’ platform aims to reset the energy conversation by using selfie-style cinematography to connect Victorians with the linesmen and women – or ‘lineys’ – that bring them reliable electricity every day.
Joanne Pafumi, General Manager of Corporate Affairs at CitiPower, Powercor and United Energy, said by pulling back the curtain on some of the daily moments where the importance of a reliable electricity supply may be overlooked, our new positioning aims to transform customers’ perception of the networks.
“The Good people in power platform is part of our investment in creating a more direct and meaningful relationship with customers. In doing so, we want to lift our people’s profile by highlighting the quality work they do every day to deliver electricity supplies at better than 99.9% reliability. This is what our teams are passionate about – and that comes through in the creative,” Joanne said.
The new creative heroes lineys as they go about a range of day-to-day jobs to build a resilient network, from getting the power back on in a severe storm, to upgrading equipment and maintaining the infrastructure.
While sixty-six percent of homes and businesses located across Victoria have their electricity delivered by either CitiPower, Powercor or United Energy, Joanne explains that building a stronger relationship with customers is crucial for the networks.
“Customers now have a wide range of choice for how to use electricity, meaning distributors need to have more of a presence if customers are to get the most out of their systems and receive appropriate support and advice.”
The creative outputs, that will be rolled out in Victoria across TV, radio, OOH, cinema, social, website, digital display and PR were shot from the point of view of the people in the advertisements. Amy Hollier, Executive Creative Director at BWM Dentsu Melbourne, explains that the execution makes this creative unique.
“We resisted the temptation to make the brand reset expression look and feel traditional, eschewing anything overly constructed in favour of sincerity and honesty. This has been achieved by working with real ‘lineys’ to capture the personalities behind the powerlines,” Amy said.
Together, CitiPower, Powercor and United Energy are the largest providers of electricity in Victoria. Powercor and CitiPower deliver electricity to 1.1 million homes and businesses across Melbourne, central and western Victoria, and employ 2,000 people across these areas. United Energy serves 670,000 customers across east and south east Melbourne and the Mornington Peninsula.