Client: Ohm Energy
Brief: In early 2018, Singapore launched the Open Electricity Market (OEM). This meant that households finally had the option of choosing their own electricity retailers.
TBWA\ Singapore was tasked by Buri Energy to brand and market their company to be ready for OEM's soft launch in Jurong. Competition was expected be stiff – with at least 24 other electricity retailers vying for consumers' attentions during the soft launch period.
Eventually, only a handful of electricity retailers – those with the greatest number of signups – would remain when OEM opened to the rest of Singapore.
Campaign Idea: OEM is a new concept to Singaporeans, so many were not expected to know much about electricity retailers, or even how the sale of electricity worked. Therefore, we had to come up with a brand for Buri Energy that was not only friendly and approachable, but also honest and trustworthy. We needed to let Singaporeans know that, with Buri Energy, there's no fuss, no bullsh*t – just electricity.
With the idea of "fuss-free" in mind, we came up with the brand name, "Ohm". It's simple, easy to remember, a word that's associated with electricity, and, most importantly, sounds like something one would chant during meditation. Buri Energy then rebranded themselves to Ohm, along with the tagline, "Fuss-free energy".
We worked on some initial social media content, built a website and designed web banners to launch Ohm. We also produced three videos, created entirely from user-generated content, to help sell the brand's promise of fuss-free energy to consumers in a funny and shareable way.
Copywriter: Joanna Ortega
Art Director: Weilun Chong
Creative Director: Jimmy Neo
Art Director: Weilun Chong
Creative Director: Jimmy Neo
