Mr Wolf repositioned Nectr, growing the brand from a little-known green energy retailer into a category leader, launching a challenger brand platform that helped grow its customer base by over 320%
The Situation
The future of energy is so obvious a fifth-grader could see it – yet Old Energy continues to drag its feet in the hope of squeezing out a few more dollars. The result is an industry that’s failing the consumer, the country, and the climate, despite genuinely better alternatives sitting ready and waiting.
The Strategy
Nectr’s ambitions were larger than just selling green energy — it wanted to fix a broken category. Nectr belief that energy should be a powerful force for good, not just a way for the incumbents to protect margins, helped drive our thinking. Mr Wolf built a brand platform around that single mission – to clean up energy so it works for all of us. A mission designed to mobilise a tribe of believers both internally and externally, to become a force for good.
The Creative
Mr Wolf brought the mission to life through a campaign built around a march for cleaner energy – led by one of the creatures most affected by climate change: bees. The platform ran across TV, OOH, BVOD, Social, Print and Activations, turning an abstract industry problem into a visceral, disruptive piece of challenger brand communication.
The Results
The campaign resulted in an immediate doubling of lead volumes, ultimately helping Nectr grow its customer base by over 320% since the campaign launch.
The Reaction
“Working with Mr Wolf changed how we think about our brand. We had a good product and a mission we believed in, but not a way to bring it to life at scale. Mr Wolf didn’t just give us a campaign — they gave us a platform the whole business could rally behind. The bee campaign captured something we’d been trying to articulate for years, in a way that was smart, distinctive, and impossible to ignore. It’s rare to find a partner who pushes this hard and still gets exactly what you’re building.” Lou Sumagui, Head of Marketing Nectr.
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