THUMBS UP TO THE HUMBLE THUMB
The Brand Agency has created the next iteration of Western Power’s ‘Beat the Peak’ campaign, first launched by 303 a couple of years ago.
The TV and press campaign created by Josh Edge and Rikki Burns, and directed by Al Moore from Capitol Films, is a complete departure from the original ‘traffic jam’ analogy spot, focusing instead on the humble thumb and its power to do good.
According to Brand Agency Director, Colin Mackay-Coghill, the original campaign had done a really good job of raising awareness of the issue but the task this time has changed: “ Research indicated very high awareness levels of the ‘Beat the Peak’ message but awareness was no longer translating into action. The single biggest contributor to peak energy use in WA from February to March is air-conditioning and, apart from getting people to turn them off, which is unrealistic, the most effective solution is getting people to turn their air-conditioners up to 24 degrees. The ‘Thumbs’ campaign was conceived to do this in a simple, single-minded and engaging way”.
Also of interest is the media strategy which, in addition to the standard schedule, incorporates a tactical component activated specifically by the weather.
According to Maxus Managing Director Glenn Hodgkin, “ Given the obvious fact that peak energy use increases in direct proportion to the temperature, we wanted to match our activity to spikes in temperature, so we’ve included a ‘Thermal-Response’ component which only activates when the temperature hits 30 degrees. This component comprises a 15 sec TVC, and live reads on Nova, Channel 9 weather and the Australian Traffic Network, all of whom have been fantastic at helping us make this work.”
View the 45 second spot.
View the 30 second spot.
The campaign launches this Sunday, January 25th.
13 Comments
I really want to like these but the lead is completely buried. It was only from the release that I got the 24 degree message. Perhaps this should have been the starting point?
No, that’s okay. You’re allowed to like it.
i agree. 24 sounds like it’s still pretty hot. Why 24 and not a nice pleasant 18? And why spend close to 40 seconds telling me what i already know i can do with my thumbs and a mere few telling me how i can use them to help solve a serious problem?
This many ways you can use the humble thumb gets the thumbs up!
http://au.youtube.com/watch?v=OddVCGkkhho
12.42 are you a researcher or something? Or a PR consultant? At least they didn’t start with a traffic jam on the narrows, how subtle is that? Hats off to the guys at the Brand for trying something.
12.42. Well said. The release makes this big fuss about the research and the importance of the 24, yet it is buried deep down in the idea. It should have been the driver of the idea instead of the lame ‘quirky’ thumb’ idea. Which, as an aside, sort of works ok for the first few scenarios then struggles. Not a lot of strategic insight there I am afraid. There’s a lot of ‘whacky’ and not much depth for what should be a more salient approach.
So does this mean that the NSW road safety pinky TVC “buried the lead” too? I think this ad works because it entertains and gets the message across without bashing you over the head. It just says put your thumbs to good use then tells you why, quite clearly. I assume there are other campaign elements too?
Mmm. 11.41. Sorry. The ‘pinky’ idea actually has some relevance and doesn’t die after the second scene. To even suggest this is anywhere in the same league is ridiculous. A cheap imitation at best. Sorry, nice defensive try but it lacks the maturity and insight of ‘pinky’ An as for entertaining? Love to see the research on this. It will wear out in about a week.
I’m not sure I want my Government departments to be wacky. What happens when we get a record heatwave and Western Power needs to do rolling blackouts or tell everyone to turn OFF their air-conditioners and lights like they did a few years ago? How seriously will anyone take them?
I also congratulate the brand in trying a fresh approach to a message that’s falling on deaf ears but the trick to using something unexpected is how well you bring it back to the point of the ad – how you make it relevant. Unfortunately this is just too laboured. Full marks for effort, less marks for result
Cute.
Maybe too cute?
I gotta agree that the segue came a little late and the message was kinda buried.
BUT, getting something as ‘cute’ as this approved by this kind of client is a major achievement, so well done guys.
Sorry to give a backhanded compliment too. I think the idea is sound, but the execution (VO & music) is a tad clunky.
Agree with 11:59 a little, clunky execution wrecks a sound idea.
And I have never ever seen a chick actually do that thumbs down thing, especially after coming home in the taxi…
Above and beyond the concerns raised re the delivery of the point – I agree it is too late, the performance of the lead is average and so are the production values. All round it’s a good idea not well realised.