CHE Proximity releases first work for AGL Energy

CHE Proximity has launched its first work for AGL Energy in ‘The Art of the Un-sell’ campaign which focuses on discounted price.

AGL Energy appointed CHE Proximity for the launch of their new product ‘Essentials’ which offers customers low fixed rates for 12 months in a market filled with confusing deals and discounts.

Mumbrella understands incumbent agency McCann Melbourne is no longer working with AGL Energy.

McCann Melbourne won the account in January 2015 from incumbent agency at the time, Y&R.

Mumbrella understands CHE Proximity will continue to work with the brand.

The campaign features three advertisements which feature the destruction of common sale cliches including coloured flyers, red balloons and retail voices.

AGL’s ‘The Art of the Un-sell’ campaign uses the tagline ‘No discounts. No tricks. Just low rates’.

Jamima White, head of marketing at AGL, said in a statement to Mumbrella: “Many customers find discounts confusing. We were one of the first Australian energy retailers to offer consumers the choice and control of a guaranteed low rate product.”

Ant White, chief creative officer at CHE Proximity, said people don’t believe in the language of sales anymore.

“This campaign was all about the art of the unsell: customers are looking for transparency and don’t necessarily have time to decode hundreds of deals looking for the best offer. We’re proud to support AGL as they help customers trust this industry again.”

Earlier in the year, AGL appointed UM to its $23m media account.

McCann Melbourne have been approached for comment.


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