Does my brand look big in this?
The power market is alive with new and novel ways to solve Australia’s energy crisis. From clean coal to renewables and the Prime Minister’s herculean Snowy 2.0. Flow Power makes smart use of the infrastructure we already have and helps business to manage their supply and use. The brand is now set to take on the old guard of retailers and transform how we buy power.
Flow engaged Pretty Neat to work together on their in market strategy and recommend a course of action for the business. As PG Energy they had built a strong product and service offering with a good footprint in agriculture, wineries and manufacturing. However, both their team and customers said the brand wasn’t resonating and recall was low. Research bore this out also. A further challenge was a complex explanation of the service on a site designed for the power geek, not the everyday customer.
To find the best answers in a short timeframe we developed a bespoke agency sprint process to test their existing brand against potential new directions. We also interrogated best fit between their product and customers to simplify their service description and information architecture across all brand touchpoints.
Within seven days we had uncovered a way forward for the business validated by customer testing along with a bag of new ideas for technology, service and marketing activity.
Flow and Flow Power was
born from the insight that
customers valued being in
sync with their business
During early strategy work we prototyped three ways to take the brand forward and test against PG Energy with users. The client team were keen to see two of these developed concurrently. While one prototype tested strongly, another felt natural to them. Over two weeks of development we created a brand core, behaviour and belief set and indicative brand system. Against each other the two were still hard to split with a film from one of Queensland’s best short documentary makers eventually making the difference.
Flow Power had arrived.
The peak time for new customer growth in B2B energy is mid’ year and end of year when contracts are renewed. For the brand’s first retail campaign we returned to an idea found at brand creation. A piece of feedback from a business owner was that wholesale is ‘Power without all the extra crap you get’. ‘Power minus the Nasties’ was developed in under a week and rolled out across digital, direct, outdoor and PR in mid’ 2017.