Energy giant AGL has refreshed its brand and launched a new campaign drawing a line in the sand over sustainable energy supply, pledging to end its reliance on coal.
The campaign is the first work since the architect of NAB’s award winning Break Up Campaign, Sandra de Castro, joined the company in November.
The Cannes Grand Prix winning break up campaign had a massive impact on setting NAB apart from its rivals in a market with little differentiation and de Castro told Mumbrella AGL was faced with a similar challenge.
AGL has refreshed its logo with a new stylised “gas burner” and adopted sustainability and digital user experiences as the core of its message.
The campaign is the first consumer expression of the brand’s commitment to ending its reliance on coal starting in 2022 and aimed for completion by 2050.
A 45-second ad anchoring the sustainability push opens with a man admitting the sector needs a shift.
“Let’s be honest, things need to change,” he says.
“So at AGL we are getting out of coal.”
He goes on to talk about the staged approach to the withdrawal saying: “We can’t just switch off today or things won’t switch on tomorrow.”
The ad goes on to promote a $3b fund to make renewable energy affordable for everyone and the fact AGL runs Australia’s largest solar and wind farms
De Castro said the strategy was aimed at making AGL stand out in a sector where brands were largely invisible to consumers with a focus on control, convenience and affordability.
“We have done a lot of customer research and probably the big line is there really is a sense in all energy brands that they don’t see them,” de Castro said.
“With customers we are invisible. We need to embark on a journey on sustainability.
Sandra de Castro
Along with the launch of the campaign over thew weekend customers will get their first exposure to the new brand identity when they receive their bills. The AGL website has also had a complete refresh.
De Castro said AGL was setting out to engage with consumers on a new level and explain its plans for the future in a way that mattered to them.
In a bid to get better engagement with the brand and its new direction, the first ad in the campaign ends with the question “Are you with us?”
The push will include driving people to use an array of digital assets created for the energy company including a unique phone app that shows energy use in a customer’s home and predicts what their monthly bill might be.
AGL is the first and only major energy company to boast a mobile app and is also the largest owner and operator of renewable energy generation facilities outside the government.
The campaign will continue to develop over the coming months with new ads brought into rotation focussing on getting connected when moving house and electric cars.
Sandra de Castro – GM Sales & Marketing
Andrew Wynne – Head of Marketing
Caroline Ruddick – Acting Head of Marketing
Nicole Lyons – Brand Strategy & Sponsorship Manager
Mitchell Lawson – Brand Manager
Creative & Media: McCann Melbourne
Executive Creative Director: Matt Lawson
Creative Director: Nicole Mandile
Creative Team: Charles Baylis & Matt Lawson
Copywriters: Charles Baylis, Aaron Bethune
Art Directors: Adam Fitness, Corey Thorn, Victoria U
Senior Designer: Dave Budd
Managing Director: Adrian Mills
Group Account Director: Richard Hayes
Senior Account Manager: Henri Leon
Head of Strategy & Media: David Phillips
Digital Director: Tony Prysten
Social Director: Chris Baker
Head of Production: Victoria Connors
Media Director: – Jane Walshe
Media Account Director: – Emma Black
Digital Account Director – Sam Enshaw
Production Company – Goodoil Films
Director: Uncle Friendly
Executive Producer: Simon Thomas
Producer: Andrew McLean
DOP: Danny Ruhlman
Production Designer: Lucinda Thompson
Editor: Tim Parrington – The Butchery
Colorist: CJ Dobson
Online: Eugene Richards – The Refinery
Producer: Kate Guest
Composer: Antony Partos
Producer: Sophie Haydon
Engineer: Paul Le Couture
Producer: Sal Macmanus
Tim Riches – Group Strategy Director
Simon Wright – Executive creative director
Darren Swain – Creative director
Agus Wijaya – Designer
Carolina Relander – Designer
Jhon Riano – Motion Graphics Designer
Jamie Cullen – Digital Designer
Bridget Ashley – Account Director
Melissa Dale – General Manager