Senoko Energy uses TikTok-inspired TVC to showcase fun side of energy savings

Senoko Energy has created a TV commercial inspired by the style and cut of #outfitchallenge videos on TikTok to engage the younger demographic and make the brand relevant. To position Senoko Energy as lively and vibrant, the company immersed lively music into its campaign. This was part of its #MovieMarathonMadness campaign done in partnership with Ad.WRIGHT Communications which sought to make energy savings fun and practical. 

At the same time, the brand also previously ran a Facebook campaign that tied in popular movie dramas and titles with a giveaway by Senoko Energy worth SG$200 to discover what was crucial for fans when binge-watching dramas or movies. A previous check by MARKETING-INTERACTIVE found that some of the movies the Facebook posts alluded to were Thor, Iron Man, Pixels and Ready Player One. The posts have since been removed. In addition to piquing the interest of consumers, Senoko Energy also urged them to make the switch to its plans to level up their movie-watching experience at home. 

Senoko Energy's spokesperson told MARKETING-INTERACTIVE that the brand spent less than SG$100,000 for the campaign. The idea of utilising movies as part of a campaign came about as the company wanted to tie in energy savings into something practical and enjoyable. 

At the same time, the energy company has seen a double-digit increase in renewal and new sign-ups over last month, the spokesperson said, further indicating that digital advertising is the way to go in the pandemic as Senoko Energy's target audience spends most of the time online. 

Meanwhile, the company is also looking to drum up awareness and brand engagement by creating lifestyle content comprising tips on going green with movie nights and guessing the title of movies for mini prizes. "Adwright hit the right notes on every count based on our brief. Our campaign aims to bring positive vibe and engage our fans and customers," said Heather Ang, AVP of marketing at Senoko Energy.

“Senoko Energy is an aspiring, lively but practical brand. It is only apt for them to be showcased in an energetic and trendy way," said Nafe Tong, creative partner at Adwright.

Aside from Senoko Energy, Adwright has worked with numerous companies such as JUMBO for its consumer product, Love, Afare to create and conceptualise the new brand since its inception during the circuit breaker last year. Notably, Adwright has also worked with global companies such as De’Longhi Group as the agency to handle local or regional branding and ad duties. 

Last year, Senoko Energy tied up with its creative partner GERMS for a weekend-long online music festival titled “Power Gig”to raise funds for Community Chest’s newly established Invictus Fund. The fund helps deliver critical services to vulnerable communities affected by COVID-19. Senoko Energy was the main corporate donor of the festival which featured singers such as Jocie Guo Mei Mei, Derrick Hoh, Kenny Khoo and Benjamin Kheng.

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