SAS 2016
In 2016, Flick was an innovative energy retailer - and large ‘gentailer' competitors like Meridian, were heavily marketing the idea of ‘clean’ energy.
But what most Kiwis didn’t realise, was that even if their power company’s generation was ‘clean’… they were still receiving and using the same mix from the grid, as everybody else.
SAS 2016
So Flick developed a unique phone app that gave users the ability to see, and choose, the energy mix they used in real time - for both ‘green’ and price benefits.
Our role was to name, position and launch it - with the goal of driving use from current customers, and creating a pathway for environmentally motivated new ones.
SAS 2016
With so many ‘green’ gimmicks and offers flooding the market, the identity and narrative we developed for the app had to tick a number of boxes to properly stand out from the crowd.
So we based our identity around empowering the consumer - with ‘green’ being the context, and ‘benefit’ driving the tone.
SAS 2016
While ‘green thinking’ was clearly behind the product – the story wasn’t about telling people how to use their power.
It was about transparency and control. So we gave it a name that summed up what the product was all about, with a grassroots Kiwi sense of satisfaction and reward.
SAS 2016
This personality extended into our main launch asset... an online video designed to explain the purpose and benefits of the app in a way that was informative, fun and shareable.
SAS 2016
We promoted the video and supporting posts through social channels.
But we also set up content packages that a range of enviro-focused organisations and groups could promote to their own communities – growing our reach with minimal paid media, and gaining credibility by being ‘valildated’ by a trusted source.
SAS 2016
Users came on board quickly – and the following year, Choice’s momentum was translated into becoming a key drawcard and feature of the newly launched overall Flick app.
