Reclaiming leadership in renewable energy
different power retail brands to choose from within NZ
minutes- the amount of time people think about their power company a year
of New Zealanders prefer to engage with brands that have social and environmental commitments
of New Zealanders agree they do everything they can to protect the environment
For over a decade, Meridian has generated energy from 100% renewable sources, generating more energy than anyone else without harming the environment.
Consumer behaviour is also changing as the pressing issue of protecting our environment becomes more critical. An explosion of brands who were using greenwashing techniques to sell their products and services had started to crowd the market.
Research showed that ‘renewable’ was a concept that people couldn’t actually understand or articulate simply. The brand’s authentic point of difference – its 100% renewable energy generation – was getting lost.
To appeal to its changing consumer and business market, it was time for the brand to take a clear leadership position on sustainability by making renewable energy meaningful to customers.
While renewable energy wasn’t necessarily relevant, the ingredients that generate this energy aren’t: wind, water and sun.
Kiwis are obsessed with the weather, we feel it keenly, and it’s a huge part of their lives. And though at times it can be a source of frustration, when harnessed correctly it can be used for good.
So we’d set out to celebrate the natural elements that produce our energy and by doing so demonstrate how Meridian is committed to using its power for good.
Make renewable energy simple to understand by hero-ing its 3 key ingredients: wind, water, sun.
Together they provide ‘The Power to Make a Difference’.
This revitalised brand platform has had an immediate impact on customers understanding of renewable energy;
- ‘100% renewable’ has from 39% to 47% = 21% growth
- ‘Clean energy’ from 57% to 66% = 16% growth
And most importantly, the brand platform has had an immediate impact on their customer growth.
- “First mention consideration” (first brand that comes to mind that people would consider) has grown from 8 to 11% in past two months (pre vs post campaign launch).
- While Meridian’s four biggest competitors have declined in customers since the campaign launched, Meridian have grown their customer base by 2%.
Davanti: Investment Services Group (ISG)
With each of ISG’s brands bringing their own systems and processes, group-wide visibility of information did not exist. Davanti built a platform enabling total client centricity, business-wide i...
MKTG: Bunnings, Touch NZ
MKTG were engaged to support the second year of the Bunnings Sponsorship of Touch New Zealand.
MKTG: Rangitikei Free Range
MKTG: Meridian, Turbine
To launch Turbine, MKTG developed a PR strategy that built awareness of Turbine’s story as a love letter to windy Wellington and turned Garage Project’s two taprooms in Auckland and Wellington i...
Davanti: Waste Management
Creating a customer-centric foundation fit for a sustainable future
BC&FD + MKTG: A Moment Against Silence
We leveraged the All Blacks to reframe a moments silence to a moment against silence to get the nation talking about the national tragedy, which is the devestating suicide statistics amongst Kiw...
BC&F Dentsu: Designing a contactless service for Subaru.
Murray Streets of BC&F Dentsu talks contactless sales and servicing systems, devised for Subaru in a post-lockdown world.
If there were a medal for being the most obese and overweight country in the OECD, New Zealand would get a bronze.
We were engaged from day one, as Calocurb’s brand, marketing and technolog...
BC&F Dentsu: Tower
Tower were seen as just another insurance company: traditional, painful and host to archaic claim systems. So Tower set out to make things simple. They simplified their process, customer intera...
BC&F Dentsu: Meridian
For over a decade, Meridian has been committed to providing renewable energy to Kiwis. However, with all energy brands vying to demonstrate their commitment to the environment our key point of ...
iProspect: Accor, Bidding Strategy Alignment
Helping a global brand adopt in a local market, and to compete against changing digital booking behaviour.
iProspect: Mercy Radiology
Being first in market to launch booking capability for medical imagery and screening. Helping Aucklanders find the right medical screens and scans, aiding them to speed up tedious booking proces...
Davanti: Auckland Council
Auckland Council services over one million people in the greater Auckland region through three primary customer channels – digital, person-to-person, and face-to-face interactions.
Davanti: Ministry of Education
On behalf of the Ministry of Education, the Education Infrastructure Service (EIS) invests around $500m per annum in planning and delivering infrastructure services and facilities to New Zealand...
Davanti: Leading Edge
Leading Edge Communications is a fast paced Sales Channel Management company offering telecommunications sales and support services to some of NZ’s leading enterprise and SME organisations – kee...
iProspect: Les Mills on Demand
Locally driven technology product, pushed globally increasing expansion and driving growth
Transforming search and performance. Being efficient in bottom of funnel conversions to re-invest into long term business benefits.
AMNET: Air NZ Queensland
Use of dynamic remarketing and granular targeting to drive engagement
Carat: Air New Zealand, A Fantastical Journey
The safety video is usually the least-interesting part of a flight. Air NZ needed theirs to be engaging pieces of content on and off the plane.
WiTH Collective: ASB, True Rewarden
Turning a rewards scheme into a Kiwi icon for ASB.
Following the massive success of the first campaign, we brought the True Rewarden back to continue her mission to get more Kiwis rewarded.