Icon Agency has launched a new campaign for independent regulator, Essential Services Commission (ESC), around educating Victorians about the recent energy reforms.
The creative team, led by Ed Bechervaise and Rod Clausen, coined the ‘It’s Your Energy’ concept to urge people to take charge.
Icon Agency was appointed by ESC with the main objective of motivating Victorians to get the best energy deal available to them through a striking visual and video campaign. Watch below:
The creative deployment is aimed at educating Victorians about the new legislation placing obligations on energy companies to offer a fairer price for electricity, give greater visibility on alternative plans, and provide help to people experiencing difficulty paying their energy bills.
Creating a strategic campaign that empowers and provides knowledge for the consumer was the driving force behind taking the brief head on.
Icon Agency, creative director, Ed Bechervaise explained: “The truth is, most of us are in the dark when it comes to our energy costs.
“We don’t really know what we’re spending our money on.
“When we really look into it, we find out we could be getting more value. Which is why we wanted to enable people to unlock their power to get more from their energy.”
Icon Agency created posters, flyers, and banners for press and social media, refreshed the website imagery, and produced two videos (15 seconds and 30 seconds).
The campaign platform, ‘It’s Your Energy’ looks to inspire consumers into taking back control as showcased in the agency’s creative capacities and messaging.
Rod Clausen continued: “Our insights and internal research highlighted that there is a lack of trust and clarity towards energy providers.
“Our job is to cut through that noise and get ESC’s message across in the most creative but effective way possible.
“At Icon, we look for possibility in everything we do.
“In this instance, it’s about switching the lights on and making it possible for people to exercise their rights and demand more from their energy provider.
“We’re putting the power back in the hands of the consumer.”
Essential Services Commission, senior manager, strategic communication, Michelle Bryne said: “It’s important for us that Victorians understand the new reforms and decide if they’re on the best available energy offer.”
ESC suggests that as many as 175,000 Victorian households could get a better deal from their energy provider and save anywhere between $500 – $1000 annually.