‘Bye old room…bye bye dunny’: AGL recognises the emotional toll of moving house

“Bye old room, bye naughty step, bye old swing, bye bye dunny.”

AGL’s latest campaign recognises the emotional toll of moving house, showing a young boy saying farewell to all of his favourite places around his home.

Luckily when the family arrives at their new house, his night light can be switched on and working – ready to make it feel like home.

The campaign seeks to communicate with consumers a greater sense of certainty around their energy service, including its ‘Power on Guarantee’ for homes to be connected on the day you move in.

Jamima White, AGL head of marketing, said: “This campaign marks a new direction in how we talk to our customers. Through ongoing market research, it struck us just how challenging moving to a new house can be and we wanted to provide reassurance at this challenging time for our customers. We tap into the emotional certainty movers crave, and represent our Power On Guarantee emotively as ‘Night lights on the day you move in’.”

Glen Dickson, CHE Proximity executive creative director, stated: “Moving is nerve-wracking. You leave the familiar for the unfamiliar. And it’s a little thing we love that makes a new house a home.”

The campaign launched with a partnership with Nine’s The Block, and will continue to roll out across OOH, digital and social.


Client: AGL
Chief Marketing Officer: Alison Wild
Head of Marketing: Jamima White
Marketing Acquisitions Manager: Joanne Lowman
Marketing Switchers Manager: Kristy White

Creative: CHE Proximity
CEO: Chris Howatson
CCO: Ant White
ECD: Glen Dickson
Creative Director: Amy Weston
Creative Director: Chris Andrews
Senior Creative: Lucy Aston
Art Director: Aïcha Wijland
Producer: Chris Moore
Client Services Director: Bree Daniel
Senior Account Director: François-Xavier Hafner
Account Director: Elizabeth (Mitchinson) Sisson

Production Company: Scoundrel
Director: Vince Squibb
Producer: Julianne Shelton
Production Manager: Nina Bos


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