Fairerpower is a partnership between Cheshire East Council and OVO Energy, designed to help save Cheshire residents money on their energy bills. With 60% of residents never having switched from one of the ‘big six’ and thus paying over the odds, the potential is enormous – but initial take-up had been relatively low, in spite of some sponsorship and marketing activity. That’s where Thrive came in.
This was a classic ‘challenger brand’ strategy. The reasons to switch were clear and compelling, but needed articulating in a simple way to convince people that Fairerpower was right for them. Building on the existing illustrative look to make the brand approachable and friendly, the idea was to base the whole campaign around a fairer deal for people in Cheshire; that way, residents could feel this was an energy deal created by their council just for them. So far the multi-channel campaign has been seen across direct mail, outdoor, point of purchase, digital marketing and a new website – and it’s well on-track to exceed its first year targets.