Mercury’s energy supply comes from geothermal which has zero impact on the environment. We call it ‘Good Energy’. Therefore Mercury harnesses #good energy and shares #good energy. With this campaign we wanted to bring to life the ‘Good Energy’ brand platform that was successfully launched on TV, by activating the idea of ‘good energy’ in both the real world and online. We focused our energy on Auckland where Mercury has 400,000 customers in the city, but we wanted to attract the attention of both existing and potential customers. And in doing so, use PR and earned media to spread the word about Good Energy.

A real life #good energy Taxi. Powered by the ‘good energy’ of its driver, its passengers, and those who heard about it via sharing on social media, PR, and word of mouth. However, we didn’t just rely on its ‘interestingness’ to gain attention, we enlisted a roll-call of well known Kiwi pop culture ‘ambassadors’ to help us kick off the story. Stars of the local primetime soap ‘Shortland Street’, and well known rock band ‘Shihad’ were the first to enjoy a ride. ‘Random’ acts of kindness followed: surprise coffee runs, delivery of bouqets of flowers, etc, all these things gave us share-ability and got the ball rolling. A spot on breakfast TV followed.

And pretty soon the bright yellow taxi was beaming full of good karma as it made its way around Auckland’s CBD.

It featured on nationwide breakfast news. And was a big hit in the real world and online. In only 2 weeks the good energy of over 500 passengers powered the taxi over 2,700km. Generating hundreds of smiles, heaps of good deeds, and thousands of likes. Demonstrating to staff, customers, and potential customers, that the brand’s position was no empty promise.