Work ESSENTIAL SERVICES COMMISSION ENERGY RIGHTS CAMPAIGN

Deliverables
  • COMMUNICATION STRATEGY
  • CREATIVE IDEATION
  • CAMPAIGN PRODUCTION
  • FILM
  • RADIO
  • OUT OF HOME
  • PRINT ADS
  • DIGITAL BANNERS
  • CAMPAIGN MICROSITE
  • CONSUMER VOX POPS
Overview
Giving people back their energy

It’s possible to put power back in the hands of consumers. From the 1st of July 2019, new legislation to protect the rights of energy consumers comes into effect. The Essential Services Commission (ESC) who set the new rules for the Victorian Government, appointed Icon Agency to create an awareness campaign to motivate consumers to exercise their new rights under the energy reforms.

 
Background

NEW RIGHTS FOR VICTORIAN CONSUMERS

The agency’s guiding insight showed consumer’s general lack of trust towards energy providers due to a poor clarity around offers. The new legislation places obligations on energy companies to offer a fairer price for electricity, to give greater visibility on alternative plans and provide help to people experiencing difficulty paying energy bills. Empowering customers with an awareness of their new rights became our strategic imperative.

Challenges

MOTIVATING PEOPLE TO GET A BETTER DEAL

The truth is, most consumers are in the dark when it comes to energy costs. They don’t have a clear idea of what they’re spending their money on or the ability to compare plans like-for-like. Retailers don’t tell consumers if they can put them on a better offer – even when they can. It’s only when people begin to question their energy company, that they find out they could be getting better value. Our challenge was to develop a creative strategy to unlock customer’s motivation to ask questions of their provider to get the best energy deal they can.

Solution

IT’S YOUR ENERGY

Our creative team set out to create a campaign to energise and motivate. The platform idea – ‘It’s your energy’ looks to inspire people to find out more about their options and make better choices with this information. Energetic executions feature people radiating a sense of empowerment. Now they have the power to get a better deal, compare plans like for like or ask for help when they need it. The power is back in the hands of consumers. 

Icon was responsible for delivering creative strategy and execution through to implementation. The campaign launched on 24 June 2019.

Executions include: