LAUNCHING A CHALLENGER BRAND
Pure Planet is a for-purpose, for-profit renewable energy provider, backed by BP, that believes in using business to do good.
They asked us to devise a ‘big splash’ PR campaign to mark their mainstream consumer launch. It needed to be visible, credible and bring Pure Planet firmly into the public consciousness.
We knew loyalty and trust of the Big 6 were at an all-time low in mainstream press and consumers wanted more from energy suppliers around cost and transparency.
Using this insight, we built a media relations strategy that positioned Pure Planet as part of the solution and a brand that sought to collaborate with other sectors to solve the energy crisis.
We partnered with leading research agency Opinium to produce The People and Power report, a state-of-the-nation style analysis of energy use in 2017. It provided credible and newsworthy insight into UK energy which was shared with journalists as news content and data resource. It allowed a completely new brand to speak with authority and credibility about energy and renewables on a national platform.
We kicked-off our speaking opportunities with a TEDx Talk, which helped build brand awareness and visibility. It will be followed in 2018 with an industry event at the House of Lords. The activity was underpinned by a fully-integrated media relations campaign, working alongside Pure Planet’s creative and media agencies.