Energy retailer ActewAGL has launched a new brand campaign, ‘The Energy for Around Here,’ across the ACT and southeast NSW region that celebrates its role in the community, brought to life via AFFINITY.
Rolling out across TV, radio, press, out-of-home, and social media, the campaign positions the company under the new brand platform, ‘The Energy for Around Here’.
The company has been part of the community fabric since 1915, when the Kingston Powerhouse was built to supply power to Australia’s newly established national capital.
“With our predecessors, we’ve been around for more than 100 years. In all that time, what hasn’t changed is our strong commitment to caring for the local region and community. We are honoured to share our journey with everyone in the region and look forward to being part of our community for the next 100 years and beyond,” Rachael Turner, general manager retail at ActewAGL said.
“AFFINITY has been a great partner. Developing a deep understanding of not only us as a business and what we do, but about our customers and how we are intrinsic to so many of their daily moments,” Turner added.
The work shines a light on people and businesses local to the region, highlighting the everyday moments and the role energy plays in making those moments possible.
Featured in the campaign, the Oyster Shed on the Clyde River at Batemans Bay has been owned and operated by the same family for four consecutive generations, from the shed hand-built by current manager Jade Ralston’s grandfather. Also featured is Oakview dairy farm, where the Pearce family has been providing quality cheese milk to the historic local Bega Cheese company since its foundation in 1899, Nowra’s heritage-listed Roxy Theatre, built in 1935, some of the colourful characters at Tumut’s c.1915 Star Hotel, Murrumbatemans’ winery district, and urban life in Canberra.
In all, the production team covered 2000km and nine locations over six days, capturing the heart of life in the region from the coast to the snow-dusted mountains, from wine country to suburban Canberra, featuring real locals to give the brand an unmistakable sense of place, voice, and purpose.
TV will feature 30-second and 15-second spots on Seven Network, Southern Cross, and WIN.
Radio will feature 30-second and 15-second spots on PowerFM, HIT 104.7, Mix 106.3, Roccy, EagleFM, and SnowFM.
Press and Out-of-Home will feature Canberra Times, Bega District, Batemans Bay Post, Goulburn Post, Southern Highland News, South Coast Register, and various supasite OOH and DOOH across the region.
“It is incumbent on corporations to not only give back to the communities in which they do business, but also humbly acknowledge the people who make their business possible. That’s what made this project so special. These incredible places and people are the true energy of the region as much as ActewAGL,” Matt Batten, executive creative director at AFFINITY said.
“As the first major brand platform for ActewAGL, it was critical for AFFINITY to also develop branding beyond their logo with a suite of distinctive codified assets, including their voice, visual devices, and sonic branding that all have long-term, scalable roles to stand the test of time and be a legacy ActewAGL and AFFINITY leave behind for generations to come,” Batten added.
