Step out of the cow pats - DraftFCB, Wellington

Background

Kiwi farmers go to Mystery Creek Fieldays to ogle tractors and hay balers – not talk to energy companies. So how could Genesis Energy get the attention of these cynical blokes, and get them to come to their stand?

Idea

They were asked to wipe the crap off their boots before they dropped by. After all, these people are famous for their rough and ready erm... dress-sense. But they’re also renowned for responding well to a bit of cheeky humour. So they were mailed something a bit unexpected – a tin of gumboot polish (in singlet black of course).

Now, instead of looking like a stuffy energy company, Genesis Energy seemed a company who were willing to have a bit of fun – making their stand a much more inviting place to visit at the Fieldays.

Results

Genesis Energy had their best year ever at Fieldays, with the highest number of people visiting the stand since their first year in 2006.

Our Thoughts

This is a charming little job. Some people don’t like charming. One of our clients thinks charming is only one step above cute and cute is horrible. I think charming is fine. This piece will give the recipient a smile and, as the submission states, make them warm to the energy company.