Client

Electricity Authority

Work

Social Media Campaign Strategy and Design, Copywriting, Radio and Print Advertising

Brief

The Electricity Authority wanted to work in conjunction with the Utilities Disputes (UDL), a non-profit organisation, to help promote their much needed services to those that needed them most.

They asked Wonderlab to put their recently completed consumer-facing brand extension to work: create a cost-effective campaign with maximum reach for the diverse, targeted, and often hard-to-reach audiences.

Four panels with diverse people: a man looking thoughtful, a couple at a laptop, a woman doing yoga with a child, and a family playfully piled on a couch. Each panel features playful cartoon plugs and electricity-themed text about power.
A simple illustration of a yellow, blob-like character lying on its back, smiling, with one arm raised and a white flower near its head, set against a plain white background.
A hand flips through a newspaper open to full-page ads, one of which features text about energy bills and a cartoon of a family worried about power costs, set against a green background.
A yellow vintage radio is shown with sound lines, next to a simple cartoon character with a worried expression, both set against a bright yellow background.
A man sits outside with a laptop on his knees, looking thoughtful. An illustrated green character is beside him. Text reads: "Worried about staying connected to power?" and the same message in Tongan.
Two smartphones display a power outage warning message, one in English and one in another language. A concerned man sits by a window with a cartoon green battery icon. The screens are set against a green gradient background.
Two smiling children lie upside down on a couch with their legs up in the air. The words “Power struggle?” appear above them, along with a cartoon green character smiling in the corner.
Four images with Samoan and Tongan text show people having trouble with technology: a man confused at a desk, older adults at a laptop, a father and child fixing something, and a family with TV remote frustration.
A child lies upside-down on a couch next to a blue cartoon character. Text reads: "He takaoraora rānei tāu mō te hiko? Power struggle?" The scene looks playful and relaxed.
The objectives

Everyone has rights they need to know about, especially those struggling with power poverty.

The goal

To reach those stressed or struggling with power poverty and educate them about the services of UDL who are there to help. Target singles, young families, and the elderly.

The process

Our strategic approach included:

  • Targeted market research to pinpoint areas with the highest power prices and lowest household incomes.

  • A strategic media mix designed to maximise audience reach and return on budget.

  • Smart use of stock imagery alongside new brand extension animations to stretch the creative budget and prioritise media investment.

  • Copy crafted around compelling questions to grab attention and drive engagement with the right audience.

  • Strong call to action—know your rights, know your power!

  • Multilingual advertising to connect meaningfully with diverse communities.

The deliverables

Our range of deliverables included:

  • Press, radio, TV, animated, and display ads across social media.

  • Channels used included TVNZ+, YouTube, Stuff, NZME, iHeartRadio, Māori Media, Pacific Media Network, Community Press, and Māori TV.

  • Key messages translated into Māori, Samoan, Tongan, and Cook Islands Māori to ensure broad cultural reach.

  • Transparent monthly reporting on media spend, performance, KPIs, and social commentary.

Outcome

Know your rights, know your power!

Key findings

  • Video formats drove awareness and emotional connection, while display and native ads maintained ongoing engagement.

  • Audio extended reach to audiences less active on visual platforms.

  • The campaign successfully combined broad-reach and targeted channels to build trust and awareness—especially among lower-income and underserved New Zealanders—showing the power of a coordinated multi-channel approach.

Key metrics

  • 10.5 million impressions

  • Video completion rates: TVNZ+ 99.9%, YouTube 51%

  • Frequency: 3–4.6 exposures per user

  • Display CTRs: 0.05–0.19%, aligned with awareness objectives

The combined use of video and display media ensured:

  • Video delivered strong awareness and emotional resonance, mirroring TVC-style impact.

  • Display and native placements sustained influence and encouraged engagement among information seekers.

  • Audio and radio extended reach to audiences less engaged via visual media.

Key results

  • Comprehensive statistical reporting was confirmed with on-the-ground sentiment.

  • Audiences were not only informed of their rights but also empowered to act on them effectively. They knew their power! They knew their rights!