Puma Energy is a national fuel retailer with a growing footprint along the Queensland coast.
On 30 March, 2017, Cyclone Debbie made landfall in north Queensland, causing extensive property damage, isolating communities and cutting off power.
Several national consumer brands received public criticism by immediately “cashing in” on the natural disaster by raising prices for essential goods.
Puma Energy asked Cole Lawson to use our local insight to provide real support to those impacted by the disaster.
We used publicly available storm and outage data and conducted grassroots research to find out which areas were most affected and what help was needed.
Power outages were a serious, ongoing problem around Bowen – where Puma Energy had a site – we had the idea to utilise diesel-powered generators to keep the power on in a collaboration between Puma Energy and the community.
This was achieved by giving away up to $50,000 of diesel fuel to residents, who simply had to attend Puma Energy Bowen with a jerrycan. Residents were then encouraged to help their neighbours, friends and family keep the lights on via diesel generators.
Our publicity-shy client asked us to avoid paid advertising and self-generated PR. So, we spread the word via:
Results and Impact
This simple grassroots campaign had the following results: