| Title | GOOD ENERGY TAXI |
| Brand | MERCURY ENERGY |
| Product / Service | MERCURY GOOD ENERGY TAXI |
| Category | B03. Consumer Services |
| Entrant | TBWA\DIGITAL ARTS NETWORK Auckland, NEW ZEALAND |
| Entrant Company: | TBWA\DIGITAL ARTS NETWORK Auckland, NEW ZEALAND |
| Sales Promotion/Advertising Agency: | TBWA\DIGITAL ARTS NETWORK Auckland, NEW ZEALAND |
| Name | Company | Position |
|---|---|---|
| Andy Blood | Tbwa\digital Arts Network | Executive Creative Director |
| Ross Howard | Tbwa\digital Arts Network | Creative Director |
| Jake Fitter | Tbwa\digital Arts Network | Digital Creative |
| David Minty | Tbwa\digital Arts Network | Digital Designer |
| Ryan Sproull | Tbwa\digital Arts Network | Digital Strategist |
| Sarah Crosswell | Tbwa\digital Arts Network | Senior Producer |
| Mandy Eckford | Tbwa\digital Arts Network | Account Director |
| Sarah Osbourne | Tbwa\digital Arts Network | Account Manager |
| Simon Betton | Tbwa\digital Arts Network | Front End Developer |
| Hsichen Hsieh | Tbwa\digital Arts Network | Front End Developer |
| Patrick Li | Tbwa\digital Arts Network | Server-Side Developer |
| Johannes Gertz | Tbwa\digital Arts Network | Producer |
Our brief was to develop a digital campaign to support and serve as the proof behind the new Brand 'Good Energy' positioning for Mercury Energy, and provide the reasons to believe. The Digital arm of the campaign would be focused around inspiring people to participate in the good energy movement and engage them with sharable content. Hence - 'The Good Energy Taxi' was created.
The 'Good Energy Taxi' is focused around inspiring people to participate in the good energy movement by engaging them with plenty of sharable content. We Filmed, promoted and amplified real good energy stories online. The taxi runs on nothing but the good vibes between people: between passengers, the driver, pedestrians and anyone that might come into contact with it. Because instead of passengers having to pay for a fare with cash, we just asked them to pay with ‘good energy’ – by having fun, by being kind and sharing their own good natured-ness with those around them.
In only two weeks the good energy fuelled the taxi over 2,700km and made hundreds of smiles and heaps of good deeds all possible. From our celebrity tweets, Facebook posts, online blogs, youtube clips, Radio promos and TV spots, we received 10,373 Facebook likes for the Mercury Energy page, a massive increase from 4,180 before the start of campaign. And acquisitions were up 5,591 over the 13 weeks following the campaign launch. We emphasized the ‘car’ in good Karma. And ‘paid it forward’ so no-one had to pay a fare. All hail the Good Energy Taxi.
Our aim was to introduce Mercury as the Good Energy Company, in a way that builds positive energy around the brand, transforms us into most likeable energy company in NZ, and makes consumers feel a strong part of it. It’s not just about us – it is about creating a human and emotional connection that is contagious – something people want to be a part of and share.