Alinta Energy Recruits Aussie Cricketing Stars For New Campaign And Brand Position

Alinta Energy Recruits Aussie Cricketing Stars For New Campaign And Brand Position
B&T Magazine
Edited by B&T Magazine

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

Sound: Noise

Media Agency: Carat Australia

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