Bringing power to the people

Sponsor Energy Inc. is a private, Alberta-based energy provider committed to keeping electricity and natural gas prices as low as possible while supporting the communities it serves. Offering some of Alberta’s most competitive fixed-rate energy plans, Sponsor Energy delivers strong customer value without compromising service quality.

In the fall of 2023, Albertans faced a full-blown energy cost crisis. Within a deregulated electricity market designed to offer choice and affordability, prices surged dramatically. Combined with inflation impacting groceries, rent, and interest rates, rising electricity costs became a major financial pressure point.

Consumers felt increasingly ignored by government and frustrated with large utility providers, who were perceived as taking advantage of the situation through price increases.

Recognizing that frustration with high energy prices would persist, we leaned into it. To meet aggressive customer acquisition goals before market conditions shifted, we adopted a bold, high-frequency campaign approach.

To resonate with a skeptical and disengaged audience, we gave voice to their frustration. The brand took on a bold, unapologetic tone, positioning itself as a champion for Albertans struggling with electricity bills.

The mission: bring power back to the people.

This positioning came to life through punchy, high-impact headlines set against a distinctive electric pink background. Messaging consistently reinforced a clear contrast between Sponsor Energy and large utility providers.

The campaign launched across out-of-home (OOH) billboards and wild postings throughout Alberta, supported by attention-grabbing radio spots that reflected real consumer frustration. A lower-funnel digital strategy focused on driving conversions and capturing users actively searching for major energy providers.

As colder weather increased electricity demand, we extended reach through targeted placements on The Weather Network, ensuring timely and contextually relevant engagement.

While sustaining acquisition momentum, we developed a high-impact campaign moment designed to drive mass attention and emotional engagement. The idea: an anthem encouraging Albertans to switch energy providers.

Inspired by the style of Morgan Wallen, Luke Combs, and Oliver Anthony, we created a country-rock track that captured the audience’s frustration. The message was simple and emotionally charged: FLIP OFF your energy provider.

We partnered with emerging local artist Garrett Gregory to produce the track and launched 30-second lyric videos across social media, supported by a province-wide radio and digital audio campaign that amplified reach and engagement.

The campaign successfully captured attention and converted demand, generating between 750 and 1,000 new customer sign-ups per week over a four-month period. Branded search interest for Sponsor Energy increased by more than 600%, demonstrating strong gains in brand awareness and intent.

The “Flip Off” campaign resonated so strongly that the track is now being officially released as part of Garrett Gregory’s catalogue, extending the campaign’s impact beyond paid media and into organic cultural relevance.