Close shave for Queenlsand Launch

18 June 2007

A shocked young face at the barber leads Integral Energy’s brand launch in Queensland.

The corporation’s ‘Shave Heaps’ campaign seeks to attract attention to the leading energy brand and its price advantage ahead of the official opening of the state’s energy market on 1 July 2007.

“We wanted a campaign to help us stand out in south east Queensland because we know it’s going to be a highly competitive market,” Integral Energy’s General Manager, Retail and Customer Services, Bruce Rowley, said.

“The concepts carry a retail message and feature eye-catching images together with clean design elements for maximum impact. The use of real people with a tongue-in-cheek feel reflects the down-to-earth nature of our company, as well as our target market.

“Our emphasis is on Integral Energy’s competitive price offer and our corporation’s long history, ultimately to make choosing Integral Energy a simple and attractive alternative,” Mr Rowley said.

The Shave Heaps campaign, designed by Integral Energy’s creative agency, Euro RSCG, has an honest, slice-of-life feel with a sense of humour.

“Together with our media partner, MPG, we developed a fully integrated campaign. Our ultimate goal was to ensure we maximised the impact of our media dollar,” the CEO of Euro RSCG, Brendan Tansey, said.

“To this end, we complemented our print, outdoor and radio ads with maxibuses and D’pods to reach the homes of Queenslanders.

Integral Energy’s existing website – www.integral.com.au - has been redesigned and relaunched, with users able to select a NSW or Queensland site.

“The new Queensland site is packed with a range of energy efficient ideas and products like the new energy calculator, all designed to put the power in Queenslander’s hands,” Mr Tansey said.

Integral Energy is the first of the NSW state-owned energy corporations to formally launch a campaign to win customers in south east Queensland.