Tango Energy Lets Customers ‘Take Charge’ In First Ever Campaign Via Marmalade

Tango Energy Lets Customers ‘Take Charge’ In First Ever Campaign Via Marmalade
SHARE
THIS



Tango Energy, the new challenger energy retailer backed by Pacific Hydro, has launched their first brand campaign via agency partner Marmalade.

Tango Energy entered the market with a positioning of low rates, easy to understand pricing with no confusing discounts, and parent company dedicated to renewables.

Says Lisa Gumbleton, Client Service Director & Partner at Marmalade: “We were given a great brief by the marketing and senior team at Tango to do something new and fresh in the energy sector. We built a fantastic, collaborative, trusting chemistry with the Tango team, and it was a delight to renovate the brand from the ground up with them.”

Says Jeremy Gibson, Marketing Manager at Tango Energy: “Marmalade’s brutal honesty, friendliness and huge levels of commitment helped Tango develop a compelling and authentic new customer value proposition to propel the brand forward. Tango is now proud to have a refreshing new brand campaign that will cut through the cluttered energy market. Straight talking messaging and excellent use of humour in the TVC addresses the frustration consumers feel when choosing an energy retailer and makes Tango feel human!”

Says Sarah Vincenzini, Associate Creative Director at Marmalade: “‘Take Charge’ is an ownable, buildable creative positioning for Tango, making it clear to frustrated customers that their energy supplier demands aren’t unreasonable – rather, they should and can be accommodated when you switch to Tango. We’re proud to have executed this campaign with Tango and the legends at Guilty, during a time when traditional shoots were believed to be off the table. Together we realised the vision to solve the production problem and the brand challenge simultaneously.”

Jason Byrne, Producer: “Shooting anything in COVID times is certainly a challenge, but this clever script, terrifically directed by Edwin McGill, has made it all seem not only easy, but fun. Thanks to everyone involved for pulling together and creating such a terrific campaign that looks like an action film and feels like a seriously funny ad – I’m delighted with the final result.”

The campaign went live on Sunday 31 May in Victoria and NSW on television, digital and social media.

Credits 

Client: Tango Energy
Chief Executive Officer: Domenic Capomolla
National Sales & Marketing Manager: George Pantic
Marketing Manager: Jeremy Gibson
Communication & Campaign Marketing Specialist: Ish Husnu Digital
Marketing Specialist: Lydia O’Sullivan

Creative Agency: Marmalade Melbourne
Creative Director/Partner: John Akritidis
Associate Creative Director: Sarah Vincenzini
Copywriter: Sarah Vincenzini
Art Directors: Sarah Vincenzini, Sam McCarron
Designer: Sam McCarron.
Managing Director/Partner: Victor Maree
Client Service Director/Partner: Lisa Gumbleton
Account Director: Nadia Ladson Production Company: Guilty

Director: Edwin McGill

Executive Producer: Jason Byrne
Stills Photographer: Chris Tovo
Producer: Jack Davies
DOP: Adam Howden
Editor: Billy Browne

Media Agency: Cole Media
General Manager: Candice Cole
Digital Director: Sally Hern
Media Manager: Megan Meagher
Social Media Manager: Kelly Newey

 

Please login with linkedin to comment

Marmalade tango

Latest News

Atomic 212° Wins BMW Group’s Media Planning & Buying
  • Media

Atomic 212° Wins BMW Group’s Media Planning & Buying

Following a competitive pitch process with representation from major agency groups, BMW Group Australia has appointed Atomic 212° as the lead agency to manage their media planning and buying. The appointment is effective from January 1st 2021 and is a testament to Atomic 212°’s data-led smarter, faster and accountable media model. The account will sit […]

Deliveroo Turns On Beach Delivery For This Summer
  • Media

Deliveroo Turns On Beach Delivery For This Summer

With temperatures up to 40 degrees across Australia last week, it’s safe to say it’s officially Summer weather. Enter beach delivery by Deliveroo to guarantee a sand-free sandwich or burger whilst you enjoy the rays and waves. From 2 December, Australians nationwide will be able to set many of the country’s 10,000 beaches as their […]

Ex-Hogarth Executive & Fusion Co-Gounder Bucks Agency Model With New Product Design Firm, Diagram 
  • Advertising

Ex-Hogarth Executive & Fusion Co-Gounder Bucks Agency Model With New Product Design Firm, Diagram 

John Chaplin (pictured), former Chief Product Officer of Hogarth Australia and Co-founder of award winning digital agency Fusion, has launched a new digital product design company, Diagram. Based in Sydney, Diagram are a collective of creators and makers who partner with individuals, agencies, startups, business and industry to design and build considered, elegant digital products. […]

Salesforce Makes Moves In Automation And Digital Transformation As Part Of Dreamforce 2020
  • Media

Salesforce Makes Moves In Automation And Digital Transformation As Part Of Dreamforce 2020

After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Media

DoubleVerify Launches Publisher Suite For Digital Publishers

DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]

Chocolate Cookie  -Photographed on Hasselblad H3D2-39mb Camera
  • Technology

Verizon Media Launches ConnectID As A Cookie-Less Solution

Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]

Fleur Head Steps Into MD Role At VMLY&R New Zealand
  • Advertising

Fleur Head Steps Into MD Role At VMLY&R New Zealand

VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]