Rarely does a team get to create something as wonderful as the new Mercury brand – especially in a category famous for conservatism and customer apathy.
NZ’s electricity retail market is consistently one of the world’s most competitive. Churn runs at 20%, and it’s hard to stand out in a crowded commodity category dominated by price and discount-based competition.
Owning a strong brand is critical.
Mercury Energy and its parent Mighty River Power were well-established, trusted brands – but were regarded as traditional and old fashioned. They wanted to modernise and create a single brand that would change people’s minds about what an energy company could be.
Changing the logo wasn’t going to cut it.
A brand to stand for something more emotive, change behaviour, and leave New Zealand a better place needed to be built. One that “inspires New Zealanders to enjoy energy in more wonderful ways”.
That’s Mercury: Energy Made Wonderful.
On 29 July, a multi-channel, multi-layered campaign was launched to establish and reinforce the new brand purpose, identity and personality, stand out from the crowd, and reinvigorate the business.
This was achieved through a range of initiatives that:
· “Inspire” – e.bikes, electric vehicles (EVs), sponsorships
· “Reward” – Free Power Days, Airpoints, partner deals
· “Make It Easy” – GEM, My Account, a world-class website
Early results were extraordinary – meeting or exceeding objectives in incredibly short order:
· Reducing churn – creating Mercury’s biggest gap vs market average since 2010
· Increasing online traffic
· Dramatically turning around declining customer numbers
· Getting thousands of customers to claim a Free Power Day, and to register for Airpoints
· Stabilising customer satisfaction
· And boosting staff engagement.