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.


  • 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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