THE VALUE OF BRAVERY ANDREW COOPER CHIEF MARKETING OFFICER Goals for 2020 Share of Trader 25.0% 2019 Media Splits 20.0% 15.0% Search 10.0% Social Programmatic VOD 5.0% 0.0% 2016 2017 2018 2019 Contact Energy Electric Kiwi Energy Online Flick Electric Genesis Energy Mercury NZ Meridian Energy Nova Energy Powershop Pulse Energy Switch Utilities TrustPower Note: A ‘trader switch’ is a person changing power companies (as opposed to a ‘mover switch’ which is a person moving house). COVID Lockdown Levels 3 4 2 $90,000 3 $80,000 $70,000 28 Feb 7 May 27 May First COVID case in NZ EK Shoot TV booked $60,000 $50,000 $40,000 $30,000 $20,000 $10,000 $ Dec 30 Jan 6, Jan 13 Jan 20 Jan 27 Feb 3, Feb 10 Feb 17 Feb 24 Mar 2, Mar 9, Mar 16 Mar 23 Mar 30 Apr 6, Apr 13 Apr 20 Apr 27 May 4, May 11 May 18 May 25 Jun 1, Jun 8, Jun 15 Jun 22 Jun 29 Jul 6, Jul 13 Jul 20 Jul 27 Aug 3, Aug 10 Search Social Programmatic VOD Linear TV Cinema The creative Awareness Significant gains, which have been maintained Unprompted Prompted Customer response Consideration and Preference Its amazing that EK is number one for preference, and again maintained post campaign Consideration Preference COVID Lockdown Levels 3 4 3 2 $90,000 1600 $80,000 1400 $70,000 28 Feb 7 May 27 May 1200 First COVID case in NZ EK Shoot TV booked $60,000 1000 $50,000 800 $40,000 600 $30,000 400 $20,000 $10,000 200 $ 0 Dec 30 Jan 6, Jan 13 Jan 20 Jan 27 Feb 3, Feb 10 Feb 17 Feb 24 Mar 2, Mar 9, Mar 16 Mar 23 Mar 30 Apr 6, Apr 13 Apr 20 Apr 27 May 4, May 11 May 18 May 25 Jun 1, Jun 8, Jun 15 Jun 22 Jun 29 Jul 6, Jul 13 Jul 20 Jul 27 Aug 3, Aug 10 Search Social Programmatic VOD Linear TV Cinema Sales EK number one in trader in 2020 Sales for 2020 125% of our 21.0% ambitious targets. All with COVID putting a dent in the April/May period. 16.0% It’s almost unthinkable that a challenger with a fraction Electric Kiwi: 13.5% of the budget (of the big Genesis: 12.5% guys) would be number one 11.0% in this measure. TrustPower: 9.6% Powershop: 9.4% 6.0% Contact: 5.8% Mercury: 3.8% 1.0% 2016 2017 2018 2019 2020 Contact Energy Electric Kiwi Energy Online Flick Electric Genesis Energy Mercury NZ Meridian Energy Nova Energy Powershop Pulse Energy Switch Utilities TrustPower THE VALUE OF BRAVERY MAY 2021.