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.
