Australia's largest energy retailer, Origin, has launched a new brand campaign which seeks to engage apathetic consumers with chocolates, bite-sized stories and social media.
Called “Knowledge is power”, the campaign scraps the sector’s traditionally bland and informative approach to communicating with its customer base in favour of quirkier methods.
Origin executive GM Phil Craig said that while the energy industry had tried many different methods to help inform consumers about energy over the years, the sector has not kept up with the times.
"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,” he said.
“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.”
In the tradition of Fantale chocolates – the chocolate-coated caramels which come individually wrapped in paper which sports stories of celebrities – Origin is launching 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 Clemenger BBDO Melbourne.
“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,” said Clemenger BBDO Melbourne CD Tom Martin.
In one of the largest distribution campaigns undertaken by experiential agency Traffik, there will be a mass distribution of Origin Energy Tales to consumers commencing today 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 www.knowledgeispower.com.au
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.