Australian energy company Alinta Energy has partnered with Bastion Creative to launch its new brand position and campaign featuring Australian Test Cricket stars.
Titled, ‘That’s better™’, the campaign and positioning is aimed to reflect Alinta Energy’s updated focus on making tangible improvements for its customers, the environment and community across affordability, local service, renewable energy and community support.
Alinta Energy’s executive director of retail markets, Amanda Hagan, said the company also wanted to ensure doing better for customers was fundamental to the brand purpose.
“I think this is a great position because we believe everything we do should be aimed at making things better for our customers, our staff, the environment and Australia.
“‘That’s better™’ is an attitude that our whole organisation can embrace to benefit our customers.
“And we’ve got plenty of great news and improvements to share, from the continued growth of our onshore call centres to some massive investments in renewables.”
The campaign launch coincides with the summer of cricket and leverages Alinta Energy’s status as the Australian Men’s Cricket Team’s principal sponsorship partner.
The TVC features Australian cricket stars Pat Cummins, Nathan Lyon, Marnus Labuschagne and Aaron Finch brainstorming with Alinta Energy staff on ways to do ‘better’ for customers, highlighting its commitment to locally-based customer call centres and providing affordable energy products.
“‘That’s better™’ encapsulates Alinta Energy’s quest to keep shaking up the category as both the incumbent gas retailer on Australia’s west coast, and a challenger electricity and gas brand in the east,” said Bastion executive creative director, Georgia Arnott.
“Seeing Pat Cummins answer his phone with his nose while contorted in a yoga pose epitomises the Alinta Energy ethos of going the extra mile for customers.”
The campaign launched on 25 November and will run throughout summer across TV, digital and print.
Client: Alinta Energy
General Manager Sales and Marketing: Jane Mills
National Partnerships Manager: Alison Keller
Creative Agency: Bastion
Executive Creative Director: Georgia Arnott
Creative Director: Laurence Cronin
Creative Director: Scott Hopkin
Planning Director: Sarah King
Client Partner: Andrew Henderson
Account Director: Stacey Paul
Executive Producer: Stephanie Ceccaldi
Production Company: Plaza
Director: Paul Middleditch
Executive Producer: Peter Masterton
Post Production: The Editors
Casting: Antonia Murphy / Fountain Head
Media Agency: Carat Australia
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