Opus Energy had partnered with McCann Birmingham to develop its brand strategy and launch a national brand awareness campaign covering press and online advertising and PR.
The brand strategy was driven by truths at the heart of the company, which also informed the creative proposition.
As Opus Energy only supplies energy to businesses the creative was developed with business audiences in mind, aiming to surprise them with key truths about the supplier and show how it helps companies day-to-day.
A bakery and a garden centre feature in the creative executions complete with surprised bakers, gingerbread men, garden centre managers and gnomes.
“This is the first integrated campaign we’ve undertaken, so we’re really excited to see the impact on brand awareness. It was important that the sincerity and entrepreneurial spirit of our brand was communicated and we’re really pleased with the final creative execution, which we feel is charming yet impactful,” said Lynn Morrison, marketing manager at Opus Energy.
The campaign also features a new strapline for the brand ‘We put more into your business’.
Jon Marchant, managing partner of McCann Birmingham, added: “The company was established in 2002 and exclusively supplies energy to businesses, so it was crucial the campaign conveyed the business experience of the brand, while showcasing its customer service focus with statements which may be considered surprising.
“The advertising campaign will be supported and given longevity with an ongoing PR campaign designed to raise the profile of Opus Energy. We look forward to seeing how brand awareness has been impacted among large and small businesses.”
McCann Birmingham was appointed by Opus Energy in December of last year; in order to measure the impact of the campaign the agency is running an on-going brand tracker for Opus Energy, gaining an insight into brand awareness and perceptions of the target audience.