The ‘It’s Your Energy’ campaign, delivered via Icon Agency, encourages Victorians to take advantage of recent energy reforms and ensure they’re getting the best deal possible.
Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help ensure Victorians get the best energy deal possible.
After one and a half years of reforms, energy providers are now required to notify customers if they are not on the best offer from that provider, advise customers about flexible payment options and energy saving tips ensuring disconnection is a last resort, or ask about the Victorian Default Offer set by the Essential Services Commission.
The first two phases of ‘It’s Your Energy’ raised awareness and understanding of Victoria’s energy reforms, with the third phase’s primary objective being to evoke behavioural change, empowering Victorians to act.
Ed Bechervaise, creative director at Icon Agency, commented, “This year’s been a tough one for many Victorians.
“We wanted to extend our ESC campaign in a way that emotionally and viscerally re-empowers Victorians to get some of their energy back, by helping them get the best deal they can on their energy bills and services.”
Drawing on insights gained through research into Victorian energy decision makers, Icon developed a campaign strategy that included content for digital TV, radio, social media, press and digital banners, with a concerted effort to evoke a direct response from the audience.
The collateral for the campaign features a diverse range of Victorians in a number of short pieces of content, designed to push the frequency and reach of the campaign’s key messages.
These pieces, according to Icon, reinforce the power that Victorians now have, enabling them to pursue the best possible energy deals.
Distinguished from the previous version, this campaign will have a stronger focus on the actions that consumers can take to get better outcomes from the energy market.
It will also draw attention to the support available for those experiencing financial difficulty.
The campaign launched on 23 November.
Credits for the campaign are as follows:
Agency: Icon Agency
Creative directors: Ed Bechervaise, Tim Haynes, Andrew North
Group account director: Hazel Tiernan
Junior account director: Joanna Raine
Senior account manager: Jasmine Gaynor
Graphic designer: Nana Derkyi
Production company: Betty Wants In
Director: Max Greenstein
Producer: Drew Dunlop
Photographer: Chris Hillary.
In light of the prolonged lockdown occurring throughout New South Wales, Semi Permanent Sydney has announced new dates for this year’s festival. It will now take place between 17-19 November 2021 at Carriageworks. “Our mission, always, is to craft the best and most valuable experience for both our speakers and audience, and to ensure the […]
he Tokyo Olympics is now in full swing. This means there is some athletic greatness paired alongside mishaps and frankly good old fashioned drama. Case in point, former United States President Donald Trump can always be relied on to bring the drama. The Olympics aims to steer clear of politics and instead focus on morale […]
The recent eCommerce boom has seen Aussies spending an estimated $48.1 billion in online retail in the past year. Now new research has uncovered how small retailers successfully pivoted their customer service focus to stand out in this vast market, with one in two Aussies loving the service and quality from the small players. Large […]
Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]
Social media management solutions company Hootsuit, has announced that Maggie Lower has joined the company as chief marketing officer. Lower will own the brand’s overall global strategy, demand generation, communications, and events. Prior to joining Hootsuite, Lower was the global chief marketing officer at Cision, the first chief marketing officer at TrueBlue, and has held […]
Content Agency, Medium Rare has announced that Aidan Corrigan has joined its multimedia team as head of video. Aidan is a producer and director with extensive experience delivering award-winning content across advertising, broadcast, digital and the creative arts. A driven storyteller, he’s worked throughout Australia, North America and Europe developing and executing creative projects while […]
Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]
Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]
Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]
HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]
IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]
Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]
SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]
Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]