A Breakthrough Campaign for a Utilities Consultancy
The Ask
There are a few large and highly visible industry events that bring together decision-makers, and they are the best opportunity for companies like Sure Power to generate leads.
The challenge is setting yourself apart in a cluttered event to earn an introduction to new clients. The leadership at Sure Power recognized that they needed to do something different and provocative, and challenged us to come up with a campaign.
The Results
The host of the event, a 20-year industry veteran, said that this was the “most innovative and best campaign” she had seen. It opened up a constant stream of conversations during and after the event, and was responsible for quality leads.
DEREK SOMERVILLE
CEO, Sure Power Consulting
The Work
Creating a Fake Company to Acknowledge Industry Stereotypes
The industry tends to be formal, filled with buzzwords and insider acronyms that consultants use to posture as experts. But in many cases, consultants have earned a bad reputation for over-promising, under-delivering, and charging an arm and a leg for mediocre services.
Because of this, we created a fake company that embodied all of the negative stereotypes of industry consultants, juxtaposing them to Sure Power. It in turn earned more attention than a traditional campaign, and ultimately pointed to Sure Power as the real experts.
The campaign started with a full-page magazine ad, and then pushed further with a fake website and fake smear campaign against Sure Power.