Don’t waste unused roof space, says Origin Energy in new campaign
Consumers are being told not to waste the unused space on their roof, in a new campaign by Origin Energy.
The digitally-led push, created by Clemenger BBDO Melbourne, follows on from the Energy Made Fresh Daily campaign launched by the company last year.
https://www.youtube.com/watch?t=50&v=QUlEW62byHM
A series of mockumentaries will follow Ray and Evon as they travel the nation, stealing solar power from rooftops.
The characters will be introduced via digital and social channels, while longer versions of the video will be shown on the Origin website and in cinemas.
An Origin-developed app called ‘Rate My Roof’, which allows users to measure the potential electrical output of their rooftop using Google Maps, will also be part of the campaign.
General manager of Origin brand and digital Sophie Finn said it aims to change people’s perceptions about solar power.
“While solar is part of the vernacular for Australians, many still don’t consider it viable for their homes,” she said. “By highlighting how they may be missing out and wasting their own roof space, this campaign aims to help consumers understand how they can work with Origin to unlock the potential of their roof.
“Energy Made Fresh Daily was all about the end-to-end energy story. This time around we’re highlighting the role that everyone can play in the energy story – by making their own energy.”
Clemenger BBDO Melbourne executive creative director Ant Keogh said consumers don’t spend much time thinking about energy consumption.
“Energy is a low involvement category, so Origin needed to get their message over in an interesting way,” he said. “This unexpected approach is designed to make the average householder see they have an untapped resource sitting right there on their roof. Hopefully people will have a laugh and learn something along the way.”
The campaign, which began yesterday (May 3), will run for eight weeks in Queensland, New South Wales, Victoria and the ACT through outdoor billboards, online advertising, cinema advertising and social media.
A screenshot from Origin’s ‘Don’t Waste Your Roof’ campaign.
CREDITS:
Clemenger BBDO Melbourne
James McGrath – Creative Chairma
Ant Keogh – Executive Creative Directo
Evan Roberts – Creative Directo
Ben Keenan – Digital Creative DirectoJames O’Sullivan – Copywriter
Adam Barnes – Art Director
George McQueen – Digital Creative
Tom McQueen – Digital Creative
Giles Watson – Digital Creative
Jonathan Pangu – Group Account Director
Kyle Abshoff – Account Director
Bianca Shah – Account Manager
Rebecca Mason – Account Executive
Paul Rees-Jones – Executive Planning Director
Sonia von Bibra – Executive Producer TV
Karolina Bozajkovska – Senior Producer TV
Nathan VanderByl – Senior Digital Producer
Nicholas Short – Senior Print Producer
Tesla’s announcement last Friday will blow any current storage system out of the water.
User ID not verified.
Fantastic – well shot, great thought…well done Ant and the team…
User ID not verified.
Funny they need to mention Byron Bay to give cool and alternative cred.
User ID not verified.