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Mercury Rebrand

Awards: Channel Silver - Direct Response (any media), Channel Silver - Mobile Marketing, Industry Bronze - Communications/Utilities, Channel Bronze - Email Marketing, Craft Bronze - Excellence in Strategy

Entrant: FCB New Zealand

Nominee: Mercury

Entrant Credits: James Mok, Fleur Head, Rufus Chuter, Tony Clewett, Jo Underdown, Trina Miller, Hannah Henderson, Mal Kuper, Nick Smith, Greg Wood, David Thomason, Kelly Lovelock, Hywel James, David Reid, Rob Banks, Scott Kelly, Anton Mason, Jenni Doubleday, Simon Pengelly, Kim Ellett, Falk Werner, Holly Eden, Nick Sadler, Mitch Wiffin, Amanda Langkilde, Tony Susi, Andrew Jackson, James McMullan, Amanda Theobald, Angela Spain, Lauren Watling, Joanna James, Laura Platts, Nicole Killip, Thomas Davies, Kate McDonald, Tammy Keegan, Deborah Chae, Mark Cameron, Helen North, Chloe Baxter, Pip Mayne, Eric Thompson, Dan Currin, Nic Pinfold, Vicki O'Leary, Ele Quigan, Alisha Dixon

Nominee Credits: Julia Jack, Ben Harvey-Lovell, Andrew Peckham, Angela Armstrong, Kellie Nathan, Elena Coubray, Linda McLeod, Sarah King, Donna Wester, Bridget Pollard, Kate Addis, Carianne Hoffman, Minnie Kaur, Kari Singh, Rachael Brough, Lance McMinn

Entry Rationale:

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 categorydominated by price and discount-based competition.

Owning a strong brand is critical.

Mercury Energy and its parent Mighty River Power were well-established, trustedbrands – but were regarded as traditional and old fashioned. They wanted tomodernise and create a single brand that would change people’s minds about whatan 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 NewZealand a better place needed to be built. One that “inspires New Zealanders toenjoy energy in more wonderful ways”.

That’s Mercury: Energy Made Wonderful.

On 29 July, a multi-channel, multi-layered campaign was launched to establish andreinforce the new brand purpose, identity and personality, stand out from thecrowd, 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 incrediblyshort order:

·         Reducing churn – creating Mercury’s biggest gap vs marketaverage since 2010

·         Increasing online traffic

·         Dramatically turning around declining customer numbers

·         Getting thousands of customers to claim a Free Power Day, and toregister for Airpoints

·         Stabilising customer satisfaction

·         And boosting staff engagement.

Wonderful!

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