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Energia Reveals the 'Power Behind Your Power' in Brand Campaign from Boys + Girls

Creative

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Butter's Arno Salters directs series of spots as part of €3 million push

Energia, Ireland’s fastest growing energy provider, has launched its ‘Power Behind Your Power’ brand communications campaign, created by Dublin-based agency Boys + Girls.

The campaign, which launched on December 31st with a 40-second brand TV ad, 20-second tactical TV ad, brand radio and OOH. It will also be supported by 20-second brand cut downs, VOD, cinema, digital and social. A campaign spend of €3 million will be implemented in 2019.

The new campaign illustrates how Energia is present for special and everyday moments in people's lives. It reflects the insight that Energia is a much bigger organisation than most people imagine and impacts their daily lives in a variety of untold ways. Significantly, the new campaign is an evolution from the established ‘Clever Humans’ brand tactical work that Energia have run for the last two years.

Energia has been supplying power all across Ireland for over 20 years including all of Ireland's streetlights and maternity hospitals, Dublin Bus, An Garda Siochana, thousands of classrooms, and businesses of all sizes.

To date, the brand has invested over €1 billion in the energy market, including €500 million in two power stations with the capacity to provide 20% of Ireland’s electricity requirements. Energia has also for the past 5 years supplied 100% renewable energy to communities across Ireland, and currently provides around 25% of Ireland’s total wind power.

Rory Hamilton, partner and executive creative director, Boys + Girls, said: "'Power Behind Your Power' reflects how something that appears as ordinary as energy supply contributes to an extraordinary degree to the most important aspects of our day-to-day experience. It's an exciting challenge to further Energia's growth and positioning in the market and evolve and move the brand in a new direction."

Geoff Codd, head of marketing and retail development Energia, commented: “This is an important campaign for us, as it marks a significant milestone for our business. We are now entering our twentieth year serving customers all over Ireland and in that time we have grown to become an established and significant provider in the market. Today we supply approximately 25% of Ireland’s total energy and 25% of the country’s total wind power. We support over 200,000 homes, over 58,000 businesses, as well as public sector bodies, essential services, community services and charitable organisations. The new campaign shows how we enable people to enjoy every day and special moments in their lives.”

“We have invested significantly, drawing on thoughtful insights from our agency partners and extensive consumer research to inform the strategic and tactical campaign activity. We are committed to communities all across Ireland, so this campaign represents an evolution of Energia as an energy provider and a brand that will continue to invest in to the future.”