Origin puts energy knowledge into consumers hands with a sweet twist via Clems Melbourne
Australia’s largest energy retailer, Origin, today launches its newest brand campaign – Origin Energy Tales via Clemenger BBDO Melbourne.
Origin executive general manager Phil Craig said that while the energy industry has tried many different methods to help inform consumers about energy over the years, many of the methods are outdated and the sector has not kept up with the times.
Says Craig: “Hundred-page reports, broad ranging websites, colourful bill messages and inserts, and beautifully filmed television commercials are not working. There is plenty of debate about energy, but the industry has not kept up with how people consume information. As a consequence, while our job is to keep the lights on, when it comes to information we’ve left our customers somewhat in the dark.
“Origin is the industry leader and we acknowledge that if things are going to change then it should start with us. These days people are time poor and want access to simple and engaging information at the time, and through the channels, they choose. So Origin is doing something different, and launching a major upgrade to how it communicates information via digital and social media channels.
“We turned to the creator of the short, entertaining fact – Fantales. We saw a huge opportunity to bring a modern twist to this time honoured Australian tradition, and we have launched 25 lolly-sized Origin Energy Tales featuring interesting and amusing stories and facts about energy.”
The campaign is the first consumer campaign for Origin developed by Clemenger BBDO Melbourne.
Says Tom Martin, Clemenger BBDO Melbourne CD: “We realised that people effortlessly and intuitively read the lollies and share the information – which is why they seemed like the perfect medium in style and tone to begin a national energy conversation.”
In one of the largest distribution campaigns undertaken by experiential agency Traffik, there will be a mass distribution of the limited edition Origin Energy Tales to consumers commencing on Wednesday 1 May in high traffic consumer hubs across Sydney, Melbourne, Brisbane, Gold Coast and Adelaide.
The distribution of the Origin Energy Tales will be supported by advertising, PR, social media and a dedicated campaign website.
Universal McCann is managing the media buy while Red Agency is providing Public Relations services for the campaign along with distribution of Origin Energy Tales to selected coffee shops in key locations.
Additionally, Origin has also launched a new knowledge hub www.originenergy.com.au/energyexplorer which it hopes will become a key resource for customers seeking to understand more about energy.
15 Comments
Not sure what it does for Origin – same story, different wrapping – but makes me want a Fantale.
Hope your Cannes hopes are not pinned to this.
Lollies as media, that’s a bottom of the barrel promo agency on a bad day!
Love.
I call bullshit.
No, people don’t want more information about power. Why would they?
They simply don’t want electricity companies to mercilessly jack up their prices on the flimsiest pretext. So to be handed a pile of sweets to gouge on – which I have no doubt in some small way funded – while these blood-sucking bastards voraciously gouge on my carcass, is a little hard to swallow.
This doesn’t make me like Origin, indeed it makes me despise them even more.
That’s pretty damn good for an energy company.
Too late for Cannes isn’t it?
Either way I think there’s a little more to this idea than just using lollies for media @WTF.
I like it.
Average at best
Jack, it’s gorge. They have no doubt gouged you, but then they will gorge on your carcass.
Stupid at best.
I got some at the train station and they were actually a really charming way to tell me about energy. Nice work for a hard boring category.
An ad for Nestlé Fantales – from the agency who looks after Mars M&M’s – bet there rapt you bought all that competitive product and built a competitors brand.
The Fantale idea? That old chestnut…?
Perhaps you can help me understand who has done this before. I don’t know of any other brands who have borrowed the Fantales IP in this way. I look forward to you enlightening me (but I won’t hold my breath).
I know you’re hurting but there’s no need to bitter. It’s not a good look.