whiteGREY: Leave all the lights on. Powershop’s offering a free power day.

Once upon a time in Australia, you could use electricity freely. Leave the lights on. Let the pool filter run for-e-ver. Shower ten times a day (if you wanted to). Now you can feel your bank account emptying every time you open the fridge door or charge your mobile phone. Powershop is grabbing Australians’ attention by offering its customers a day of free power. New customers are also able to switch and receive the equivalent of a free day of power. Powershop’s Free Power Mode also underline’s the company’s renewable generation when the wind is blowing at its wind farms.

The tactical campaign is by whiteGREY and includes curated video, radio, outdoor, digital, social media and PR. It’s whiteGREY’s first tactical campaign since being appointed by Powershop earlier this year. Since joining forces, whiteGREY has been managing Powershop’s performance media and recently with launched the brand into South Australia.

Chief customer officer of Powershop, Catherine Anderson, stated, “We’re keen to try something out of the box that celebrates renewable generation while supporting our customers and their hip pockets. A day of free power is just one of the many initiatives we have, to put our customers first.”

The lighthearted campaign films were directed by Otto Empire’s Julian Lucas.

Joe Hill & Garret Fitzgerald, executive creative directors, whiteGREY, commented, “Free Power Mode is a great customer initiative by Powershop that celebrates renewable energy across Australia. To bring it to life this fun, tactical campaign can be deployed in response to the wind.”