The power of choice
Summary
When we think about our energy company, we think about its rates and the service we get for what we pay.
We know this is an industry that’s highly sensitive to market fluctuations. Armed conflicts, mergers and takeovers among major corporations, tariffs, or the devaluation of a currency are all factors that—without us fully understanding why—affect the amounts on our bills. And in the end, we simply have no choice but to accept it.
Result
We believe our customer is a smart buyer. Small business owners who make decisions every day, and who know that finding the best option is rarely a matter of extremes.
They understand that between black and white lies a wide range of greys.
They don’t need to feel guided by a big company that makes decisions for them, nor do they fully trust the promise of closeness and personalization from those who have no real influence over market dynamics.
That’s how The Power of Choice was born — a campaign that speaks in the first person, from the perspective of the one who chooses, not the one who offers.
A company that acknowledges the consumer’s ability to make good decisions. All it takes is speaking clearly.