|Product / Service||GOOD ENERGY MONITOR|
|Category||A02. Best Use of Magazines/Newspapers|
|Entrant||WHYBIN\TBWA AUCKLAND, NEW ZEALAND|
|Entrant Company||WHYBIN\TBWA AUCKLAND, NEW ZEALAND|
|Advertising Agency||WHYBIN\TBWA AUCKLAND, NEW ZEALAND|
|Media Agency||IKON COMMUNICATIONS Auckland, NEW ZEALAND|
|Michelle Hong||Whybin \ Tbwa Auckland||Production Manager|
|James Roberts||Ikon Auckland||Media|
|Mark Wilson||Whybin \ Tbwa Auckland||Account Director|
|Nick Bulmer||Whybin \ Tbwa Auckland||Account Director|
|Lorenz Perry||Whybin \ Tbwa Auckland||Designer|
|Steve Mccabe||Whybin \ Tbwa Auckland||Copywriter|
|Ryan Price||Whybin \ Tbwa Auckland||Copywriter|
|Cece Chu||Whybin \ Tbwa Auckland||Art Director|
|Steve Kane||Whybin \ Tbwa Auckland||Creative Director|
|Toby Talbot||Whybin \ Tbwa Auckland||Chief Creative Officer|
On Tuesday 9th April 2013, all 870,000 readers of The Herald received a newspaper that told them exactly what they were paying for, before they even turned the first page. They say you should never let the facts get in the way of a good story, but on that day, the facts were the story. Now 50,000 New Zealanders are enjoying the benefits of GEM, which means when they pay their power bill, they know exactly what they’re paying for.
Newspapers are rather ambiguous. You buy one without really knowing what’s inside it beyond the front-page story. It was this media insight that provided us with the perfect canvas to tell the story of GEM. We interrogated The Herald’s editors and extracted every fact possible about their 45472nd edition. Taking art direction cues from the newspaper itself, we displayed these facts as headlines and made them front and back page news. And to keep things interesting, while still staying true to the front and back page, we used the newspaper’s classified section to insert some facts of our own (there was even a wanted ad for a flux capacitor).
We were tasked to launch GEM, a new online tool that lets Mercury Energy customers see how much power their home is using, and what it’s costing them. GEM makes buying and using power a completely transparent experience, showing users exactly what they’re paying for. To do this, we took New Zealand’s most widely read newspaper, something else people buy without really know what they’re paying for, and gave it the ‘GEM treatment’. The result was a newspaper that told readers exactly what was inside it, or more importantly, exactly what they were paying for. Coincidentally, on the day of release, news broke of Margaret Thatcher’s death. However, when The Herald hit the newsstands, there was no iron lady in sight.