ActewAGL: integrated campaign



Challenge

ActewAGL is a leader in new energy solutions and commoditised energy products based in the ACT, facing intensified competition from national retailers.


While ‘price’ is a major choice driver, research revealed more than 50% of Australian shoppers want to support and shop local.

With 100% local operations, and many other community proof points, the brand had an underleveraged competitive advantage.


Solution

Told through an ecosystem of videos, display, social media and OOH, we showed the unique local proof points in a way that was distinctive, and that competitors couldn’t rival. The tone reflected the unique character of the capital region, and their people.


Results

Based on KANTAR research, the campaign drove an average annual increase of 7.6% across brand perceptions and attitudinal associations, this includes “local” and “ease of doing business”.


The also campaign drove 13,000,000 impressions and 147,000 site traffic.










Mock ups by Maud Rowe.

Original concept by Principals.