Direct Energy: print, radio

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Nobody likes rising energy prices and at the time it was pretty common for it to go up year after year. Direct Energy had the solution: a guaranteed rate that actually went down year after year rather than up.

The strategy was to highlight exactly how ludicrous it was for prices to actually go down rather than up – which is the normal trend for pretty much everything. By making the comparisons to everyday items in a fun, humourous and memorable way, our target got to see how uncommon it was for prices to actually decline.