What it had to solve
Promote Energia's 'Ireland's cheapest dual fuel bundle' and energy efficiency upgrade products under the 'Clever people choose Energia' idea launched the year before with guinea pig scientists studying humans.
The idea
Two guinea pigs run a secret agent op from their hutch, spying on humans — one goes rogue, ziplining across the household.
How it works
'Agents in the Field', 10-, 20- and 40-second TVCs directed by Jim Gilchrist of H2 Films with Windmill Lane post, starring hutch-dwelling agents Deirdre (voiced by Fiona Shaw) and Martin — one ziplining across the humans' heads, the other chased by the family pet in a plastic ball — airing from 10 September 2017 with radio and OOH.
What it did
Aired from 10 September 2017 across TV, radio and OOH within an Energia spend topping €1.75 million for September 2017 to March 2018.
Background
In September 2017, Irish energy brand Energia launched 'Agents in the Field', a campaign by Boys+Girls extending the 'Clever people choose Energia' platform it had launched the previous year with sophisticated guinea pig scientists running research on humans.
This chapter introduces GP Special Agents Deirdre and Martin, two intrepid guinea pigs operating from a secret lair inside their sitting-room hutch. When an Energia representative visits a typical household to discuss energy efficiency, speculation reaches fever pitch: Deirdre, hilariously voiced by Irish actress Fiona Shaw, goes rogue and ziplines across the unsuspecting humans' heads, while Martin is chased by the family pet as he rolls across the floor in a large guinea pig ball. The twist: the clever humans were already availing of Energia's energy efficiency upgrade products.
The 10-, 20- and 40-second TVCs, directed by Jim Gilchrist of H2 Films with post by Windmill Lane, aired from Sunday 10 September, supported by radio and OOH, within an overall Energia spend topping €1.75 million for September 2017 to March 2018. Head of marketing Geoff Codd said the campaign extended the 'Clever' message while reflecting the brand's unbeatable home energy offers.
Why it lands
Casting the observers as pets turns energy comparisons into comedy that households recognise from their own living rooms.
Fiona Shaw's vocal performance gives a rodent agent genuine star power, making the campaign quotable beyond its media spend.
Reusing the guinea pig universe kept a year-old platform compounding instead of resetting.
What you can take
A brand platform earns its keep when its absurdity compounds: year two's guinea pig scientists became year three's secret agents, and the joke kept its accent.
Since then
As of the September 2017 write-up the campaign was on air across TV, radio and OOH; Boys+Girls had worked with Energia since 2010 across home and business offerings.
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