Origin Energy pushes its new ‘Predictable Plan’ offering in latest campaign via Whybin\TBWA

In an Australian first, Origin Energy is due to shake up the industry with its new ‘Predictable Plan’ and to support this Whybin\TBWA Melbourne has created a new integrated campaign across TV, digital, catch-up TV, social, print and outdoor.

The campaign will launch in Melbourne, Sydney, Brisbane, Adelaide and Canberra. The product and associated campaign marketing will aim to differentiate Origin and build trust in a category where there has traditionally been low levels of trust, engagement and differentiation.

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Tackling bill shock head on, Australians will now be able to predict and budget more effectively when it comes to their finances by locking in how much they will pay each month regardless of how much they use.

The fixed pricing in ‘Predictable Plan’ will protect customers against any variations in energy prices as well as variation in their own usage. Available for natural gas, electricity or both, the plan is personally tailored for each customer and is exclusive to existing Origin customers with three months of billed usage at their current address

The creative for the campaign features a daggy dad trying to (correctly) ‘predict’ his energy bill in front of a less than impressed family who are a bit sick of his predictable dad jokes.

Says Gretchen Fox, group manager, marketing, Origin Energy: “With Origin’s Predictable Plan, Australians can now pay the same amount for their energy, no matter how much they use. This is the first energy plan of its kind in Australia to address the concerns of customers who find it difficult to budget without knowing what their energy bill is going to be.

“Predictable Plan removes any nasty surprises by allowing customers to lock in their energy costs for the entire year and pay the same amount monthly or fortnightly.”

Origin: Sally Gross, Jude Leon, Elise Keen

PR: One Green Bean