ActewAGL and Affinity debut ‘The Energy for Around Here’ campaign celebrating local community

ActewAGL has unveiled a multi-channel campaign highlighting its deep-rooted role in the ACT and southeast NSW, via Affinity.

The announcement:

Energy retailer, ActewAGL, has launched a new brand campaign across the ACT and southeast NSW region that celebrates its proud and enduring role in the community. Rolling out across TV, radio, press, out-of-home, and social media, the campaign positions the company under the new brand platform “The Energy for Around Here” — not just powering homes and businesses, but celebrating the very life of the region.

Created in partnership with AFFINITY, the brand’s positioning and campaign draws on ActewAGL’s unique honour as a distinctly local provider. Unlike national or multinational competitors, the company has been part of the community fabric since 1915 when the Kingston Powerhouse was built to supply power to Australia’s newly established national capital.

Rachael Turner, general manager retail at ActewAGL said, “With our predecessors, we’ve been around for more than 100 years. In all that time, what hasn’t changed, is our strong commitment to caring for the local region and community. We are honoured to share our journey with everyone in the region and look forward to being part of our community for the next 100 years and beyond.”

“AFFINITY have been great partners,” she continued, “Developing a deep understanding of not only us as a business and what we do, but about our customers and how we are intrinsic to so many of their daily moments.”

A campaign built from local energy

The creative work shines a light on real people and businesses local to the region, highlighting the everyday moments that make “around here” what it is — and the role energy plays in making those moments possible.

Featured in the campaign, the Oyster Shed on the Clyde River at Batemans Bay has been owned and operated by the same family for four consecutive generations from the beautifully rustic shed hand-built by current manager Jade Ralston’s grandfather. Also included is Oakview dairy farm whose Pearce family have been providing quality cheese milk to the historic local Bega Cheese company since its foundation in 1899, Nowra’s heritage-listed Roxy Theatre built in 1935, some of the colourful characters at Tumut’s c.1915 Star Hotel, Murrumbatemans’ winery district, and urban life in Canberra.

In all, the production team covered 2000km and nine locations over six days, capturing the heart of life in the region from the coast to the snow-dusted mountains, from wine country to suburban Canberra, featuring real locals to give the brand an unmistakable sense of place, voice, and purpose.

A multi-channel rollout

The campaign will be seen across:

• TV — 30-second and 15-second spots on Seven Network, Southern Cross and WIN.
• Radio — 30-second and 15-second spots on PowerFM, HIT 104.7, Mix 106.3, Roccy, EagleFM, and SnowFM.
• Press & Out-of-Home — Canberra Times, Bega District, Batemans Bay Post, Goulburn Post, Southern Highland News, South Coast Register, and various supasite OOH and DOOH across the region.
• Social Media

Matt Batten, executive creative director at AFFINITY said, “It is incumbent on corporations to not only give back to the communities in which they do business, but also humbly acknowledge the people who make their business possible. That’s what made this project so special. These incredible places and people are the true energy of the region as much as ActewAGL.”

“As the first major brand platform for ActewAGL, it was critical for AFFINITY to also develop branding beyond their logo with a suite of distinctive codified assets including their voice, visual devices and sonic branding that all have long-term, scalable roles to stand the test of time and be a legacy ActewAGL and AFFINITY leave behind for generations to come.”

Building on a heritage of trust

The new campaign builds on ActewAGL’s long track record of supporting the community including the official energy behind the Canberra Raiders, sponsorship of local AFL Canberra Junior AFL Leagues, being a key community partner with the Council On The Ageing, partnering with the Shoalhaven Business Chamber and supporting local initiatives through the ActewAGL Community Grants Program.

As the energy sector evolves, ActewAGL is committed to supporting its customers and the broader community through the transition, while staying true to its roots. This includes the rollout of its electric vehicle charging network, products and services to incentivise energy-efficient electric homes, business energy solutions, local workforce development and sustainability initiatives.

Source: Storydisco