Scott Henderson
Principal / Special Ad Service
SAS 2015-18
Flick Electric Co. launched in 2014 with a unique business model that delivered far better outcomes for customers. But in a category full of claims & counter-claims, we had to inspire Kiwis to find out more.
‘New Zealand’s fairest power deal’ made a complex message simple – on emotional and rational levels – and positioned Flick as the undisputed consumer champion.
SAS 2015-18
Provocative launch messaging – delivered through outdoor posters and online media – took on the category directly, showing complete confidence in our offer, and forcing their large numbers of customers to directly question whether they were really ‘getting it’.
SAS 2015-18
And to show consumers what ‘New Zealand’s fairest power deal’ really meant – this video delivered the full story - with a distinctive tone - on the Flick homepage.
Website tracking showed immediate lifts in time on site, engagement and conversion.
SAS 2015-18
Our focus on ‘consumer enlightenment’ (with an honest and irreverent voice) extended to Flick’s tactical messaging.
This example explained Flick's ‘winter pricing’ story in a distinctive way that was difficult to ignore... as extensive social seeding and online display reinforced key messages.
SAS 2015-18
When Flick sponsored the “Parenting” section of TheSpinoff - we tailored the core positioning to another tactical campaign, matching the down-to-earth tone of the site and it’s writers, and aligning their take on ‘honest parenting’, with an honest deal from your power company.
SAS 2015-18
When Flick sponsored the “Parenting” section of TheSpinoff - we tailored the core positioning to another tactical campaign, matching the down-to-earth tone of the site and it’s writers, and aligning their take on ‘honest parenting’, with an honest deal from your power company.
SAS 2015-18
And when Flick launched a world-first app in 2016 - giving Kiwis the power to see the carbon impact of their power use - we developed the name, identity, and a social / PR based promotion campaign.
'Choice' was downloaded by around 50% of customers in it's first 3 months... with over 2,000 downloads from non-customers delivering a rich target audience for future acquisition.
SAS 2015-18
Flick's conversion rates, site engagement and customer numbers have all increased signficantly since the launch of the 'Fairest Power Deal' platform – a foundation which can underpin and shape the brand's messaging and offers for years to come.
