EightyOne, FINCH, Assembly and MBM help Powershop open its doors

The third instalment of Powershop’s successful, ongoing, campaign featuring their iconic big pink personification of power lifts the lid on the one-of-a-kind experience of being a Powershop customer.

The premise of the campaign is all in the name. It’s a shop. A shop that sells power. No free TVs, or free power after hours. A place where the customer is king. Free to choose when and how to buy the power they need, putting themselves more in charge of their energy consumption.

Long-form video introduces a new brand world inside a surreal interpretation of the classic corner store, full of unique characters each with their own power-purchasing quirks. Shorter video and accompanying ooh, digital and social is used in contextual media environments, with creative that dramatizes relatable shopping moments representing the experience’s variety of benefits. While a conversion layer twists the tropes of the retail world to communicate that the more you shop, the more you save, plus release regular ‘deals’ on new Powerpacks. 

Says Annalies Kruiniger, marketing lead, Powershop: “Electricity is a competitive marketplace, full of retailers who are selling the same end product. ‘Shopping’ isn’t something that people usually pair with power consumption, until they join Powershop and love it! This campaign builds a unique identity upon the brand’s differentiating proposition, injecting a bit of fun around the idea you can visit our shop anytime, anywhere.”

EightyOne ECD Chris Bleackley says: “Milk. Bread. Eggs. Big pink thing. Tons of fun. Quality production. Brilliant post. Brave client.”

Credits

Chief Marketing Officer: Michael Healy  
Marketing Lead: Annalies Kruiniger
Campaign Manager: Elyse Verkuylen
Brand Manager: Tylee Byrne
Media & Advertising Manager: Taylor Armstrong

Agency: EightyOne
Executive Creative Director: Chris Bleackley
Art Director: James Henderson
Copywriter: Chris Appelros
Managing Director: Matt West
Head of Strategy: Brendan Sturrock
Group Account Director: Jenna Chantelau 
Account Manager: Greta Brown

Producer: Juliet Dreaver

Live Production: FINCH
Director: The Bobbsey Twins from Homicide

Managing Director: Corey Esse

Executive Producer: Rebekah ‘Bex’ Kelly
Producer: Sarah Cook

Post Production: Assembly
VFX Supervisor: Rhys Dippie
Executive Producer: Jane Oak 
VFX Producer: Nik Beachman

Media Agency: MBM
Managing Partner: Matt Bale
Business Director: Lisa Armour
Planner/Buyer: Lucien Burt
Strategy: Loren Smith

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