Context
In 2018, PrepayPower held 5.9% of Ireland’s energy market, positioning it as the third-largest energy provider. The landscape was dominated by major players—Electric Ireland, Bord Gáis Energy, and SSE Airtricity—while smaller suppliers, including PrepayPower’s closest competitor Energia (8% market share), claimed the rest.
To continue growing, PrepayPower needed to capture market share from these bigger players by convincing customers to switch from bill-pay to pay-as-you-go (PAYG) energy, using PrepayPower’s app to monitor energy usage, costs, and potential savings. But switching energy providers was rare; most people stuck with whatever supplier was already set up when they moved in. Traditional messaging about “no more bills” wasn’t resonating. PrepayPower needed to stand for something more—something that would connect with the values and identities of the Irish public.
Audience Problem
The Irish public was largely indifferent to who supplied their energy. They saw little benefit in switching and were used to an opaque billing system with unclear tariffs and frequent estimates. PAYG energy, meanwhile, was viewed with a stigma—as something associated with people facing financial difficulties.
Creative Challenge
Most people don’t feel compelled to disrupt the status quo, and PAYG had an image problem. How could we position PAYG as an obvious choice, even for customers who might not realise they had a problem with traditional billing?
Insight
Once people learn something that clearly benefits them, it’s hard to go back. And if they discover a new approach that’s smarter, more ethical, or gives them more control, they’re much more likely to make a switch. Knowledge is power; it enables us to make better decisions and live more responsibly.
Strategy Platform
Consciousness is control. People increasingly measure and monitor everything—steps, finances, DNA, even their social circles—so why not energy usage? With real-time insights into energy costs, customers can make better choices, save money, and reduce waste, becoming more responsible energy users.
PrepayPower’s goal was to empower customers, making them feel in control of their energy.
The Idea
More power, to you.
Knowledge is power. With PrepayPower, customers know exactly how much energy they’re using and what it’s costing. This transparency gives them full control, allowing them to decide how and when to use energy in a way that suits their lives and budgets. By becoming more conscious of their energy usage, they make smarter choices—on their terms.
PrepayPower’s mission is to lead Ireland out of “blissful ignorance,” creating a culture of energy consciousness that empowers consumers to take ownership and control.
The campaign illustrated relatable scenarios that highlighted the frustration of “not knowing” and how much better life can be with greater awareness. This analogy extended to energy, demonstrating that with PrepayPower, there are no mysteries—just clear, real-time information and transparent pricing.
The Results
Increased market share by 4.5% going from 5.9% to 10.4%
The before:
The after:
