Title | CHARACTERISKS |
Brand | LUMO ENERGY |
Product / Service | LUMO ENERGY |
Category | A01. Corporate Identity Schemes |
Entrant | BMF Melbourne, AUSTRALIA |
Entrant Company | BMF Melbourne, AUSTRALIA |
Advertising Agency | BMF Melbourne, AUSTRALIA |
Name | Company | Position |
---|---|---|
Rhys Thomas | Bmf Melbourne | Account Manager |
John Linton | Bmf Melbourne | Account Director |
Melanie O'rourke | Bmf Melbourne | Creative Services Director |
Dutch Icon | Dutch Icon | Graphic Design |
Shannon Riches | Bmf Melbourne | Graphic Design |
David Klein | Bmf Melbourne | Executive Creative Director |
Callum Fitzhardinge | Bmf Melbourne | Copywriter |
Chris Andrews | Bmf Melbourne | Art Director |
The challenges were huge. Most people don’t know of Lumo and energy is a dirty word in Australia; prices are rising and people are frustrated. It’s impossible to understand your rates let alone the hoopla that goes with it. That’s because nobody reads the fine print. We set about to change that. Asterisks are the opposite of what Lumo Energy is trying to achieve. They scream ‘terms and conditions’ and nobody likes terms and conditions. Since Lumo can’t avoid asterisks we found a way to make them more likeable, so people might actually read the boring stuff that comes after.
Lumo Energy is an up and coming business in an energy sector dominated by a few key players. In order to differentiate Lumo from their larger, more corporate competition we devised a brand positioning unique in the market: Lumo Energy. More likeable than hateable. As this new brand was taking shape the brief from the client was to make Lumo Energy the most likeable energy company in Australia. We set out to prove that in everything they do.
We built a suite of more likeable asterisks to use across all communications, like a Cocktail for Summer and Skier for Winter, as well tactical ones like a Ghost for Halloween. In developing these Characterisks we needed a simple, likeable graphic style that reflected the unique Lumo personality and also, more importantly, could be scaled down. They needed to be legible when reduced to asterisk size. We started with a Gingerbread Man because he bore the closest resemblance to a standard asterisk. Then we started introducing others such as a man dancing a jig and a juicy roast chicken.
Unfortunately we’ll never know the exact results the Characterisks had on the business. But we do know that with Characterisks in market ‘Sales Per Day’ increased by an average of 21%. We’re sure they played a small part.