Momentum Energy launches ‘Less Hassle More Hustle’ brand platform
Momentum Energy has rolled out its new brand positioning ‘Less Hassle More Hustle’ which endeavours to address the issues the energy industry is facing.
The TV ad created by B.B.E features three couples at a dinner table as one of them freezes after beginning to speak Spanish.
Momentum Energy – Less Hassle More Hustle from Joel Egan DP on Vimeo.
At the conclusion of the ad Momentum Energy pledges it will offer its customers “less offshore call centres, less ‘please hold’, less confusing discounts, less frustration [and] less hassle”.
The campaign was initially teased with billboards which said “Hassle”, those billboards have now been transformed to say “Hustle”.
Amy Childs, managing director at Momentum Energy, said in a statement: “We know energy isn’t working the way it should be. Somewhere along the line, this industry lost its way, and the focus moved away from what should always be our number one priority – making energy better for customers.
“Through this campaign, we aim to address these issues head-on, so that we can improve the way we interact with our customers. While we can’t fix everything immediately, we can make a start — one hassle at a time.”
Naomi Morton, head of marketing and communications at Momentum Energy, added: “This is more than just an advertising campaign. It’s a shift we’re carrying right through the business — from our head office to our locally-operated call centres.
“Our new 1800 HUSTLE hotline is just one example of this. After analysing calls and our current processes, we knew there was a clear need to make phone enquiries hassle-free. That’s why we upskilled our entire 1800 HUSTLE call team — so they’d feel more equipped to answer customer queries without the need to transfer the call. Since doing this, we’ve reduced call centre transfers by half.”
The campaign is rolling out across digital, TV and radio.
Credits:
- B.B.E:
Strategy: Tim Evans
Creative: Simon Robins, Katja Vella, Simon Gross
Producer: George Fowler-Brady, Ebony Bell, Janita Patel
Design: Kristy Buchanan, Jordan Croome, Duc Ho
Development: James Grose, Matty Yeow - Havas:
Account Director: Ryan Gardiner
Account Executive: Toni Penny - Momentum Energy:
Managing Director: Amy Childs
Head of Marketing and Communications: Naomi Morton
Campaign Manager: Claire McClelland, Margot Ashburner
In-house studio: Kate Lightfoot, Nikki Berto, Alice Kenny
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Xenophobic.
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Can’t remember the last time my call was directed to an offshore call centre in Spain…
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This is so so trashy, incoherent and embarrassing for a brand that I thought was doing an OK job in a low involvement category. When I moved a few years ago I signed up to Momentum because it was owned by a renewables oriented company from Tassie. This anti offshore call centre shtick is (a) old (b) of marginal give a shit value and (c) smells of Clive Palmer. I seriously wonder how decent brands get talked into crap like this. And the woman stuck with her mouth open looks repellant.
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1800 HUSTLE? Sounds like a 90s phone sex service.
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and?
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Incoherent is right. I’m surprised this made it through testing.
Who is hassling and who is hustling?
Is Momentum is going to spend less time hassling me and more time hustling me?
Or are they going to spend less time hassling me so I have to spend more time hustling them?
What does hustle even mean?
Is passing a dinner plate hustle?
Will the replacement wife provided by Momentum be better at passing dinner plates?
I’m confused. And I’ve thought about it for way longer than your average punter ever will.
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Love your comment!
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Distasteful, racist and misleading, as Mexican-Australian I find it offensive at many levels. They should take it down and send an apology to the Mexican comunity.
It is embarrassing that people graduated at RMIT, which is known for its respect for diversity, approved the production of that cheap piece of advertising.
I told the MD directly already in a direct message…
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Offensive TVC
Hi Amy,
I’m at Melbourne Central and I’m in pain with the overwhelming frequency Momentum Energy distasteful ad is coming up.
Using bad Spanish and a traditional Mexican song is not going to speak well of your brand, which clearly ignores the multicultural nature of Australia.
You could’ve presented cheerful Aussies answering the phones to make your point on local call centres.
Besides, I wonder how many of your competitors actually have call centers in Mexico? My guess is none. As far as I know Australia outsources mainly to Asian countries.
Anyway, shame on your advertising agency for an awfully executed ad. I encourage your Marketing team to brief better and do better research before wasting your money.
Regards,
Elena
]
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A distasteful, racist and misleading piece of cheap advertising. I am Mexican-Australian and find this advert inappropriate at many levels.
It is embarrassing that people who graduated from RMIT approved that, particularly because RMIT is known for its inclusive and respectful culture.
As I wrote to the MD directly to express how inappropriate I find this. I believe it should be taken down following an apology to the Mexican community.
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Offensive TVC
Hi Amy,
I’m at Melbourne Central and I’m in pain with the overwhelming frequency Momentum Energy distasteful ad is coming up.
Using bad Spanish and a traditional Mexican song is not going to speak well of your brand, which clearly ignores the multicultural nature of Australia.
You could’ve presented cheerful Aussies answering the phones to make your point on local call centres.
Besides, I wonder how many of your competitors actually have call centers in Mexico? My guess is none. As far as I know Australia outsources mainly to Asian countries.
Anyway, shame on your advertising agency for an awfully executed ad. I encourage your Marketing team to brief better and do better research before wasting your money.
Regards,
Elena
]
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The fact that is a bad add is not even close as the fact that is racist and try to say that white people are better than ethnic people.
One of the worst adds I have seen
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This advertisement is using Mexican music and Spanish. Therefore, is unequivocally pointing to Mexico and the Mexican community. It is also associating incompetence and hassle with Mexico.
This is offensive to the Mexican community. Momentum should remove this particular piece of advertisement and issue a public apology to the Mexican community.
Xenophobic behaviour in the Australian media should not be tolerated.
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Only a few comments here which is good. Shows only the most stupid and arrogant of the human race virtue signalling and calling racism when none exists. Would love to hear the rationale behind this being “racist”? … How is mariachi music to signify international call centres “racist”?
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Blatantly racist and insensitive ad. The fact that people could not see that purely reflects their own ignorance. Momentum need to fire BBE and these so called “Marketing Managers” who clearly did not conduct any ad testing need to be held responsible.
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