Plico Energy

The announcement of battery rebates in mid-2025 triggered a surge in demand – and a wave of competitors saying the same thing.

Plico’s challenge? Move fast and stand out as the trusted choice.

The Objective

Drive lead volume at scale while building brand salience with Perth homeowners — capturing immediate demand while setting up long-term growth.

bureau42’s Approach

A full-funnel ecosystem where brand and performance worked as one across screens, audio and out-of-home.

At the centre was “Mr Sun” – Plico’s distinctive creative asset – showing up consistently to build familiarity, trust and recall over time.

This approach was delivered in close partnership with Unify (performance) and Wildlings (creative), operating as a single integrated team to connect strategy, media and creative from the outset.

Screens: Build trust at scale

Plico’s sponsorship of The Block created a powerful platform for credibility — aligning the brand with Australia’s most trusted home improvement environments.

Running across Channel 9 and 9Now, the partnership blended mass reach with precision targeting, connecting with homeowners and renovators wherever they watched. A timely creative refresh leading into the Finale maximised impact during peak viewership – amplified further by a strong WA connection (with West Aussies Britt McDonald and Taz Douglas taking home the win!)

This was supported by a broader screens strategy across 7, 9 and 10’s BVOD ecosystems, extending reach across Perth homeowners – alongside Val Morgan cinema, capturing high-attention audiences in an immersive environment.

Audio: Stay top of mind

Radio extended the life of screen activity – reinforcing brand memory in the in-between moments. An always-on presence across Nova 93.7, Mix 94.5, 6PR and 96FM including live reads, sponsorships and traffic ensured Plico stayed front of mind during high-attention daily routines.

Out-of-Home: Show up where it matters

OOH was deployed with precision, using Plico customer heat map data to target high-density homeowner suburbs. A mix of large-format digital, supersites and transit placements ensured Plico appeared in the right places, at the right moments – when consideration was highest.

Digital: Capture intent, convert demand

Always-on performance media ensured Plico was there the moment homeowners moved from awareness to action. Search captured high-intent demand, while Performance Max extended. Paid social combined static and video formats to drive both consideration and conversion.

Together, these channels worked to efficiently convert demand generated by brand activity – while continuously feeding learnings back into the broader strategy.