Momentum Energy is ‘like wombat droppings’ claims company in first campaign from RAPP
A thermos flask clutching rambler debunks claims made by energy companies while a series of supporting spots liken Momentum Energy to ‘wombat droppings’ in the first campaign for the company from RAPP and DDB Melbourne.
A new 60-second TV ad shows the man walking through a wood asking why the viewer had chosen their current energy provider – was it a once in a lifetime offer they repeat every month; the cheap prices or that “they told you their energy was made fresh daily”.
It finishes with the man stepping into a canoe on a lake next to a dam with the voiceover stating Momentum is backed by Australia’s largest producer of renewable energy so “why choose us? Because we come from a different place”.
“We see a world full of people that need energy, and a planet that needs looking after” said Momentum marketing manager, Alex Kharuckyin a statement.
“Unlike other energy companies, we understand that the two are inextricably entwined and that’s why we come from a different place.”
Momentum is based in Tasmania.
Three supporting 15 second spots set up a series of humorous situations, with the first with a man waiting for a delivery for the power plant, with rain then starting:
The second likens Momentum to wombat droppings “made by Australians, for Australians”:
While the third has the man asking “have you ever tasted run off water from a live power plant?” before scooping up a glass and drinking it:
The TV campaign was directed by Tom Noakes from Scoundrel Films and is supported by radio, digital, press and outdoor.
Credits:
Agency
Chief Creative Officer – Darren Spiller
Executive Creative Director – Simon Bagnasco
Creative Director – Jim Ritchie
Art Director – Jordy Molloy
Copywriter – Toby Kennedy
Head of Onscreen – Simon Thomas
Senior Producer – Tuesday Picken
Group Business Director – Angela Bishop
Head of Technology – Matt Oxley
Digital head of art – Jonathon Yuen
Executive Producer – Kristy Russell
UX Lead – Jonny Martyr
Front End Developer – Michael Raffaele
Back End Developer – Matt Dane
Production Manager (Print) – Denis Bernar
Production
Production Company – Scoundrel
Executive Producer – Adrian Shapiro
Producer – Belinda Dean
Director – Tom Noakes
DOP – Stefan Duscio
Photography
Stills Photographer – Adam Gibson
Post
Editor – Adam Wills
Grade – Ben Eagleton
Post Production Supervisor- Jonathan Hairman
Post Production – Cutting Edge
Cutting Edge Producer – Lara Allen
Sound Design – Craig Conway
Final Sound Producer – Laura Hesse
Music – Karl Richter @ Level 2
Client
Acquisition Marketing Manager – Alex Kharucky
Digital Marketing Manager – Luke White
i like this campaign a lot, particularly the dig at origin
well done to all involved
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Point and case I think.
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Not enjoying the condescending tone they’ve decided to associate with this brand.
And taking a stab at other energy companies for having marketing ‘lines’ to win customers, um… pretty sure you’re doing the same thing?!
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Nice. Imagine this is a conversation starter- the more direct action / ‘switch’ ads are to come
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Really like it. And I’m not from DDB.
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What percentage of the energy Momentum sells is actually ‘clean’?
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Great spots, nicely shot, solid talent, nice branding – the only downer is the ‘backed by Hydro Tasmania’ to suggest they are green, the rub is the energy i would buy from them doesn’t come from tassie – they are just re-selling whatever is available on the grid
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Damn. Now I’ll have to work out a way to wriggle out of my AGL contract.
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Rest assured Andrew D, whilst the energy consumed by your home is indeed supplied by the grid, that energy is in turn, replaced by renewable energy from Hydro Tasmania (there’s a bloody big cable connecting them to the mainland). So knock yourself out, the more renewable that goes back into the grid, the less the grid will have to rely on fossil fuel.
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The ad is extremely condescending in its tone. The message the ad conveys is that Momentum has a low opinion of the intelligence of consumers. Why would one want to sign up with such a company when it displays such a disdainful attitude to consumers.
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