Powershop: Free Power Mode

Credits & Description:

Title of Entry: Free Power Mode
Brand: Powershop
Product/Service: Electricity
Client: Powershop
Entrant Company: whiteGREY
Creative Agency: whiteGREY
Developer: Luke Olyslagers / Nick Thompson
Art Director: Benjamin Mann
Copywriter: Nic Molyneux
Executive Creative Director: Joe Hill
Executive Creative Director: Garret Fitzgerald
Head of Strategy - Nathan Rogers
Date of Release: 2019-08-21
Digital Producer: Neville Gotla / Mylene Czorny
Notes: FREE POWER MODE - A renewable energy giveaway, activated by renewable energy.
The Background
There is a widespread misconception in Australia that renewable energy is both expensive and unreliable. As Australia’s greenest power company, Powershop needed to show Australians that renewables were a better alternative to coal-fired options.
The Idea
Powershop’s renewable wind-based energy was so affordable and abundant that on certain windy days, it could be given away for free. This inspired ‘Free Power Mode’ - a promotion and media approach that was activated whenever the weather determined.
As soon as the wind reached a certain level at Powershop’s windfarms, Powershop, and all of its brand assets in market switched to Free Power Mode to give both new and existing customers free energy for the day. An additional media buy was also triggered by the wind, ensuring as many people as possible could have their perceptions changed for the better.
The Impact:
• The campaign contributed to a 57% YOY sales growth for Powershop.
• On launch, Powershop experienced their highest level of online activity ever.
• In the month after the campaign, online sign-ups to Powershop surged 95% YOY.