EnergyAustralia to ‘light the way’ to better energy use in latest campaign via Cummins&Partners
EnergyAustralia has this week launched a new brand positioning campaign created by Cummins&Partners, committing to ‘Light the Way’ towards a better energy future for all Australians.
Says Kim Clarke, chief customer officer, EnergyAustralia: “Affordable and sustainable energy is one of the biggest challenges we face as a society. We’re committing to stepping forward and leading the industry and working with our customers towards better energy use.”
The new brand positioning was launched with an open letter to all Australians from EnergyAustralia’s managing director, Catherine Tanna. This outlines EnergyAustralia’s responsibility and commitment to lead change in the way it generates and delivers energy to households and businesses (big and small), and the company’s plans to address the challenge of providing reliable, affordable and clean energy for all Australians.
The campaign launches with a 60-second TVC, which showcases the power of human ingenuity to create a better energy future. The creative will be rolled out nationally across TV, print, outdoor, digital, social, and throughout the whole customer experience.
Says Chris Jeffares, CEO, Cummins&Partners: “From the beginning we were very focused on tackling the industry’s most critical challenge. In tackling such a problem, the collaboration of the EnergyAustralia and C&P teams was simply outstanding, as we undertook the re-articulation of the brand and purpose.”
Says Jim Ingram, executive creative director, Cummins&Partners: “The creative centres around the idea that the power of ideas is the most exciting energy source there is. Australia’s present energy solutions and technologies have served us well, but to create a better future for all of us, we urgently need new ideas that reimagine how we generate, deliver and use energy. So EnergyAustralia is stepping up to Light the Way.”
Client: EnergyAustralia
Chief Customer Officer: Kim Clarke
Head of Brand & Campaigns: John Ballenger
Marketing Communications Leader: Christine Tomaras
Brand Lead: Taryn Wishart
Creative Agency: Cummins&Partners
Production Company: The Sweet Shop
Managing Director: Wilf Sweetland
Director: Ben Dawkins
Executive Producer: Wilf Sweetland
Producer: Kate Menzies
19 Comments
Started laughing from the start when the generic piano music was cued over a shot of Australian suburbia. Found footage = boring… Cue montage of DOP generated stock footage with no soul or uniqueness. Cue scientists writing an equation on window. Cue wind farm. Haha. We’re really getting lazy aren’t we.
Ummm AGL much?
Ah ha!!!!
You have summoned the awesome power of MANIFESTO MAN.
Manifesto Man is the king of misdirection.
You consider why a child is playing piano- then BAM! Historical stock footage. As you ponder this- BAM! Found footage. You ask yourself ‘what’s going on?’ then BAM- scientists.
All over something very inspiring. And vague… And something about ideas… And energy…
Close with a piano. And a question: What did we just watch?
My work here is done.
Sorry, but sick of this type of ad.
Not one single thing I believe in that, or one single thing that would make me want to change energy suppliers.
Client’s fault undoubtedly.
Energy Australia lost me when they were purchased from the NSW State Government by the CLP Group (China Light & Power) based in Hong Kong.
The most powerful idea would of been keeping it Australian!
This idea promises that Energy Australia are doing things to light the way. Now, if Energy Australia actually ARE doing things, great… I hope to see them really soon. But if the ‘inspiration’ videos – weirdly missing form this post but you can view them here https://www.youtube.com/user/EnergyAustraliaTV – are actually all they do, it is beyond lazy… it actually verges on deceitful. But maybe I’m jumping the gun, and the fulfilled promises are coming, and those points of inspiration are driving projects and activity at Energy Australia as we speak. I really hope so… but if they don’t this campaign will be a meaningless waste of time. I wait with interest.
‘Better energy future. Affordable and sustainable energy.’ These words seem to come from a vocabulary of genuine sentiment but scratch the surface and it’s nothing more than a typical coal powered australuan energy retailer selling nice words to make the public look the other way. Aka greenwash.
You honestly would’ve had a better return on your investment if you’d simply ran a logo and a phone number for 30 seconds. Nothing at all to take away from this.
Well yes, it’s greenwashing. EA are about to become the most polluting energy company (as soon as Hazelwood shuts), so they’re getting ahead of the game. But that’s a tough gig for an agency to fix, although they’ve had some decent budget to work with. The client knows they want something that feels big and is going to end up purposefully vague. It’s just to give a little green glow to offset negativity that will eventually come online like a gas generator in a different state during extreme weather.
It’s sad and true.
Interested to hear the strategy here. If what you say to a public is actually far from the truth, then is it the right thing to be saying?
Assuming that the majority of the public wont bother finding about the truth, so its fine to just tell them whatever
It well put together thats for sure
EnergyAustralia bought a large solar generator yesterday, so it’s not all hot air…
Forget the negative aspects of this ad, who is the young pianist and what is she playing? Would like to hear more of her.
@wow if it seems AGL, it’s because Christine Tomaras used to be the Brand and Communications Manager there. Same old ads because the same people keep doing the job, regardless of the company.
Boring boring boring.
The last campaign with the owls was at the very least unique. This sadly is generic wallpaper. 10 steps backwards. What happened?
I’m guessing the strategy is to simply say we’re investigating ways to make clean energy affordable for everyone. Get onboard.
yes, but they, like all big brown coal energy companies, are dirty great big brown coal polluters.
This is the equivalent of Coke saying it’s healthy cause they also own a water brand too..
COAL, IT’S AN AMAZING THING