AGL partners with CHE Proximity for ‘More Than Energy’ campaign

AGL has launched an integrated campaign in collaboration with CHE Proximity establishing their retail services as ‘more than energy.’

The campaign which is rolling out nationally across TV, BVOD, social and Out-Of-Home from February to May 2021.

The campaign leverages AGL’s iconic graphic element ‘the ray’ to extend to an internet wifi symbol and a mobile reception symbol. The new campaign focuses on the proposition from AGL for customers to connect their energy, internet and mobile services needs via the one account.

AGL head of brand, Yasmina Pinto, said the campaign spoke to AGL’s continued progression and innovation.

“We are business in transition and are undergoing an exciting transformation, as we evolve our services.

“The expansion of our product offering is a significant milestone and exciting step in evolving AGL’s 180 year-old heritage brand into a company that helps enhance the way people live,” Pinto said.

”Our agency, brand and marketing teams have done a great job evolving our visual identity to tell the story of our expansion in a very clear, simple and easy to understand way.

Research conducted by AGL found that 92% of customers see internet as an essential service and 58% of
customers see the appeal in bundled services. AGL is simplifying how people connect to the essential services that power their lives, by providing a bundle service.

CHE Proximity  executive creative director, Glen Dickson, said clarity and simplicity are the key to positioning and driving awareness of AGL’s new portfolio.

Head of Brand: Yasmina Pinto
Brand Manager: Rebecca Miles
Marketing Lead: Tamara Same

CHE Proximity:
ECD: Glen DicksonCDs: Amy Weston & Chris Andrews
Art Director: Matt Bladin
Producer: Nina Weiss
Copywriter: Phoebe Sloane
Director, Client Management: Bree Daniel
Group Account Director: François-Xavier Hafner


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