The open electricity market in Singapore has been cluttered since it was launched in late 2018 as competitors battle for prices, partnerships and promotions. Senoko Energy was aggressive in building allies and offered compelling plans to lure consumers. It also built extensive partnerships with Philips, Toggle, and StarHub. To make the brand stand out from the crowd, Senoko Energy launched the Senoko Power Gig campaign, in which it received the bronze award for the best use of live experience marketing from MARKETING-INTERACTIVE during the Loyalty & Engagement Awards 2020. Learn more about Senoko Energy’s Secret Sauce to Success.
The brand felt the full effects of the pandemic earlier this year and had to rethink its approach to marketing. Having built a presence since 1977 and energizing generations of Singaporeans, the brand has strived to stay relevant and resonate with customers, especially during this challenging time. The brand wanted to find out how to fully embody the spirit of “Energy for life” and be life-giving.
The drastic breaker measures introduced earlier this year led Senoko Energy to believe that keeping a positive spirit and doing good was critical for Senoko Energy. With more consumers staying at home, the brand wanted to find a way to unite changing consumer habits while raising awareness and increasing donations. This led the team to think of the Senoko Power Gig, which brought Singaporean artists together to bring entertainment from their living rooms to the living rooms of other Singaporeans.
This was in support of the Invictus Fund, which was launched by the Community Chest in view of the pandemic. The fund will channel private donations to social services that provide vital services to vulnerable groups in the community.
In the run-up to the upcoming long weekend on Labor Day, which fell right in the middle of the circuit breaker, Senoko Energy wanted to do good together with the digital agency GERMS, which also took home the overall title Loyalty Agency of the Year, when morale was low. She decided to raise funds for the Invictus Fund through an online music festival. It brought Mediacorp on board as the official radio station YES933 and compiled a list of local artists well known in both the English and Mandarin segments to appeal to a wider audience.
The charity event, titled “The Power Gig,” aimed to raise as much money as possible to support the fund, and for every dollar raised, Senoko Energy topped up dollars for dollars up to SGD 30,000. It also used the long Labor Day weekend to kick off the festival to encourage hype and gossip.
The festival continued throughout the weekend with the Power Live segment, where 10 independent local musicians performed their originals on their own Instagram accounts at different time slots over the three days. In addition, Senoko Energy also saw the music festival as an opportunity to cover more about its services and to issue a promotional code that allows consumers to get bigger discounts when they sign up. The music festival also provided a starting point for the public to familiarize themselves with the brand and discover other relevant content assets.
Senoko Energy and GERMS have registered the domain www.senokopowergig.com as a one-stop site to store all necessary information about the Invictus Fund, the artists, the performance schedule and the donation link. With the support of the Community Chest, the team also created a unique donation link to track and track the progress of funds raised specifically for this initiative.
The music festival started on May 1st, Friday, from 4 p.m. to 6 p.m. with a Facebook livestream performance with more than a quarter of a million followers and a nationwide radio broadcast on YES933. The festival then continued over the long weekend with a Power Live segment, in which 10 more artists performed live at home on their Instagram channels until May 3rd, Sunday.
The brand also used social media to raise awareness of the event and harness the star power of the artists to solicit donations. Social media was also used to start the countdown to the event, creating anticipation and excitement. When the event ended, Senoko Energy went on Facebook to thank all artists and donors and announced the total amount – SG $ 50,000. The brands and artists themselves also highlighted the event on their own social media pages ahead of the weekend.
In addition to social media, Senoko Energy also sent an EDM to its customer base, including private and corporate partners. At the same time, it has also published messages on WhatsApp and Telegram and has reached the speed of messages shared through messaging apps.
Through the power gig, Senoko Energy raised SG $ 50,000 for the Invictus Fund and also increased awareness of the brand’s offerings. The impact continued into a recovery in business this month and, according to Senoko Energy, it also resulted in business translations. The event website attracted more than 3,000 users and the social media marketing efforts paid off too, with a double-digit increase in traffic driven through these channels. The campaign also had one of the highest social media impressions and the highest link clicks and interactions in May, Senoko Energy said. In addition, the campaign was also picked up by media such as Channel NewsAsia, TODAY and Channel 8.