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.
The latest NGINX campaign is live as The Misfits Media Company, and NGINX creates parodic ‘investigative reporter’ content with Dan Ilic on the streets of Sydney. The Misfits recently partnered with the APAC marketing team at NGINX to take an investigative deep dive into the world of mobile apps as the good, bad and (even) […]
Trade publisher AMT Pty Ltd has announced the acquisition of Radio Today, the Australian media and marketing sector’s go-to source for radio news, analysis, ratings and jobs. AMT currently publishes Radioinfo in Australia & New Zealand, Asia and Africa, and was a key partner in bringing the annual Radiodays conference to Asia. Radio Today will continue to […]
Mediahub Australia has made its most significant restructuring to date, as it positions itself to professionally manage the changing world of broadcast technology and consumer viewing habits. The most significant new appointment, and one of many, is Scott Jolly being promoted to the role of chief operating officer. As COO, Jolly now has full responsibility for the […]
For Melbourne, the past 18 months have been largely dictated by the COVID-19 pandemic and lockdowns. Despite this, The Trade Desk has managed to establish one of its most successful offices. Here, The Trade Desk lead director, client strategy, Kali Guillas [pictured], explains how the Melbourne office has managed to thrive. We are in a […]
Australian Comedian Hannah Gadsby has slammed Netflix executive, Ted Sarandos after he used Gadsby’s presence on the platform to defend Dave Chappelle’s new comedy special on Netflix. Chappelle’s recent comedy special, The Closer, which debuted on Netflix last week, has been met with backlash, after Chappelle used his special to discuss transgender and gay people, […]
Acast has announced its partnership with Samsung Electronics Australia to produce and distribute the company’s first branded podcast within the Australian market. The Rule Benders podcast will feature conversations with extraordinary Australians who have bent the rules, defied convention, and redefined what is possible. Rule Benders is a six-week branded podcast campaign, with a new […]
DocuSign Australia this week unveils its first work with independent creative agency, Hardhat, encouraging people to ‘Next time, DocuSign’. Spearheading the campaign is an influencer series featuring entrepreneurial business leaders Janine Allis, Jules Jund and Emma Isaacs sharing stories of oversights and slip ups during important business deals. The three ‘That time I screwed up’ […]
Global experience design agency Imagination, has expanded its Sydney team, with the appointment of two new key hires. Ashley Diamond (pictured below), with over 18 years experience across large scale events and broadcast quality content production, joins as project director to continue driving the growth of Imaginations’ largest clients. “The people, the work and the […]
Switch, an award-winning digital agency has announced the appointment of Matt Watson as its technical director. Watson joins Switch at an exciting time as the business focuses on its growth strategy and bringing the best talent in the market to deliver exceptional outcomes for customers. Watson is the most recent talent appointment by Switch, after […]
Rolling Stone Australia publisher The Brag Media has announced that the Sailor Jerry Rolling Stone Australia Awards will be back for a second year in 2022, with a star-studded party to reunite the music industry following extended lockdowns. For the first time, a free live event series will spearhead the return of live music in […]
Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]