CHE Proximity Unveils Latest Work For AGL

CHE Proximity Unveils Latest Work For AGL

AGL Energy Limited (AGL) has launched ‘Movers’ via CHE Proximity, an integrated campaign marks a turning point in how AGL communicates with customers and aims to provide greater certainty during a period of apprehension.

The campaign launches with a 30” TVC. A boy of four-and-three-quarters who is worried about moving out of his home and says goodbye to all the things he loves before entering an empty new space – his new home. Thankfully, his night light turns his new space into a room he feels comfortable in.

Jamima White, head of marketing at AGL, said: “This campaign marks a new direction in how we talk to our customers. Through ongoing market research, it struck us just how challenging moving to a new house can be and we wanted to provide reassurance at this challenging time for our customers. We tap into the emotional certainty Movers crave, and represent our Power On Guarantee emotively as ‘Night lights on the day you move in.”

The AGL Power on Guarantee ensures that, with one business days’ notice plus safe access to the property’s meter, customers will get the power on when they move home or their related expenses covered up to $250 per day until it is on.

Glen Dickson, executive creative director at CHE Proximity added, “Moving is nerve-wracking. You leave the familiar for the unfamiliar. And it’s a little thing we love that makes a new house a home.”

The campaign launches today with a partnership on Channel Nine’s The Block before rolling out across large and small formats out of home, digital and social. The films were produced by Scoundrel and directed by Vince Squibb.


Client: AGL

Chief Marketing Officer: Alison Wild

Head of Marketing: Jamima White

Marketing Acquisitions Manager: Joanne Lowman

Marketing Switchers Manager: Kristy White

Creative: CHE Proximity

CEO: Chris Howatson

CCO: Ant White

ECD: Glen Dickson

Creative Director: Amy Weston

Creative Director: Chris Andrews

Senior Creative: Lucy Aston

Art Director: Aïcha Wijland

Producer: Chris Moore

Client Services Director: Bree Daniel

Senior Account Director: François-Xavier Hafner

Account Director: Elizabeth (Mitchinson) Sisson

Production Company: Scoundrel

Director: Vince Squibb

Producer: Julianne Shelton

Production Manager: Nina Bos

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