Aussies are being challenged to reconsider the power-generating potential of their roof in a new digitally-led integrated campaign from Origin that continues its Energy Made Fresh Daily story.
Featuring the exploits of two loveable rogue sun stealers, the campaign will encourage people to consider solar with the call-to-arms “Don’t Waste Your Roof – Make Energy Fresh Daily”. A series of mockumentary films will follow Ray and Evon as they travel the nation stealing solar power from unused roof space and making new friends along the way.
The campaign is an extension of Origin’s 2014 “Energy Made Fresh Daily” campaign which encouraged Australians to think differently about energy. This time around, the focus is on the role that Australians can play in making their own energy fresh daily.
In a contrast to traditional industry brand campaigns, Origin will introduce Ray and Evon via digital and social channels where people are actively seeking out new and interesting content. Extended versions of the Ray and Evon films will also feature in cinemas and on the campaign website www.originenergy.com.au/fresh, while a series of creative outdoor executions will draw people’s attentions to the roof spaces around them and their untapped solar generating potential.
“Energy Made Fresh Daily was all about the end-to-end energy story. This time around we’re highlighting the role that everyone can play in the energy story – by making their own energy. And there’s no better demonstration of making your own energy fresh daily than through solar,” said Sophie Finn, general manager, brand and digital, Origin.
“While solar is part of the vernacular for Australians, many still don’t consider it viable for their homes. By highlighting how they may be missing out and wasting their own roof space, this campaign aims to help consumers understand how they can work with Origin to unlock the potential of their roof.”
To help illustrate the solar generating potential of Australian roofs, Origin has developed the “Rate My Roof” web app. This allows people to trace their roof space via Google Maps and produces a hypothetical estimate of the value of electricity their roof space could generate if it was entirely covered in solar panels. The app is designed as a fun way to highlight the potential of wasted roof space for generating energy.
Clemenger BBDO Melbourne is the creative agency behind this campaign which commences on 3 May and will run for eight weeks in Queensland, New South Wales, Victoria and the ACT through outdoor billboards, online advertising, cinema advertising and social media.
“Energy is a low involvement category. So Origin needed to get their message across in an interesting way. This unexpected approach is designed to make the average house holder see they have an untapped resource sitting right there on their roof. Hopefully people will have a laugh and learn something along the way,” said Ant Keogh, Clemenger BBDO Melbourne executive creative director.