Good Energy gets social energy from GoodBrand and Company

(10/08/2010)

Good Energy has turned to creative and social insight agency, GoodBrand & Company to help bring its vision - of changing the way energy is produced and used in the UK - to life.

Good Energy tasked the agency to bring on board new customers and encourage a growing demand for renewable energy in the UK. The acquisition campaign, which encourages people to ‘join the homegrown energy movement’, will launch on 21st June , with direct mail and emails to current customers, as well as direct response advertising across digital media. Good Energy will highlight the customer role in helping it to achieve its vision via the new strapline ‘Together we do this’.

GoodBrand & Company’s approach was move the brand on from focusing on the functional aspects of 100 per cent renewable energy to a single-minded brand idea around ‘homegrown energy’. ‘Homegrown energy’ is green energy produced by British energy generators, and used locally.

The creative strategy was developed to avoid the clichés of both the old and new energy sectors, and uses simple imagery featuring indigenous British animals embracing a move to ‘homegrown energy’ by pimping their pads with renewable energy paraphernalia.

The agency’s campaign is targeted at the early adopter - highly motivated customers who appreciate being part of Good Energy’s vision and want an energy supplier with similar values to their own.

Commenting on the campaign, Barney Rhys-Jones, Managing Director of Good Energy, said: “Engaging customers and prospects with our vision to become a blueprint for the way the UK could produce and use energy is critical to our success. GoodBrand & Company understood this and the ‘homegrown energy’ creative strategy encapsulates it perfectly. It’s also important to us to work with an agency that has a real understanding of both branding and sustainability, which GoodBrand & Company regards as integral.”

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