Momentum Energy is lifting the lid on the energy hassles Aussies face, with the launch of its new creative platform Less hassle. More hustle. which goes live today.

In a bold move, the Victorian-based energy retailer is shining a light on the issues customers face when dealing with their energy retailer, as it pledges to tackle them one by one — from offshore call centres and poor customer service, to confusing discounts and pricing plans.

The fully integrated campaign launches via B.B.E following a week-long ‘teaser’ phase, where unbranded out-of-home ‘HASSLE’ billboards and street posters were scattered around Victoria.

From today, the ‘HASSLE’ billboard in Melbourne’s CBD is being painted over to unveil ‘HUSTLE’ and the new brand messaging.

Additional out-of-home static and digital creative will also go live, along with connected TV pre-rolls, digital display ads, radio commercials and live on-air radio promos with Melbourne’s Nova 100.

Commenting on the launch, Momentum’s recently announced Managing Director, Amy Childs, said: “We know energy isn’t working the way it should be.

“Somewhere along the line, this industry lost its way, and the focus moved away from what should always be our number one priority – making energy better for customers.

“Through this campaign, we aim to address these issues head-on, so that we can improve the way we interact with our customers. While we can’t fix everything immediately, we can make a start — one hassle at a time.”

In line with the launch, consumers are being directed to the new campaign page, which lists the ‘hassles’ reported by Australians, informed by consumer research, as well as how Momentum is hustling to tackle each one.

New hassles can also be added for consideration via the submission portal on the page.

Also going live is Momentum’s dedicated 1800 HUSTLE hotline, available to existing customers with queries, or those looking to make the switch.

Momentum head of marketing and communications Naomi Morton added: “This is more than just an advertising campaign.

“It’s a shift we’re carrying right through the business — from our head office to our locally-operated call centres.

“Our new 1800 HUSTLE hotline is just one example of this. After analysing calls and our current processes, we knew there was a clear need to make phone enquiries hassle-free.

“That’s why we upskilled our entire 1800 HUSTLE call team — so they’d feel more equipped to answer customer queries without the need to transfer the call.

“Since doing this, we’ve reduced call centre transfers by half.”

B.B.E strategy director Tim Evans said: “My favourite thing about Less hassle. More hustle. is that it’s being embraced across the whole business.

“From the new 1800 HUSTLE hotline to staff training. It’s a genuine business transformation and it’s all come from listening to customers.”

Campaign credits

B.B.E:

Strategy: Tim Evans

Creative: Simon Robins, Katja Vella, Simon Gross

Producer: George Fowler-Brady, Ebony Bell, Janita Patel

Design: Kristy Buchanan, Jordan Croome, Duc Ho

Development: James Grose, Matty Yeow

Havas:

Account director: Ryan Gardiner

Account executive: Toni Penny

Momentum Energy:

Managing director: Amy Childs

Head of marketing and communications: Naomi Morton

Campaign manager: Claire McClelland, Margot Ashburner

In-house studio: Kate Lightfoot, Nikki Berto, Alice Kenny