Momentum Energy offers ‘big fat zero’
Momentum Energy is promoting a 0% discount to differentiate itself from “confusing” discounts offered by rival energy providers.
The campaign tells customers they won’t get confusing discounts, exit fees or terms and conditions.
Naomi Morton, head of marketing and communications at Momentum Energy, said: “We’re focusing on delivering competitive pricing with straightforward, great rates for everyone, every day.
“There is also confusion about where this discount is applied. For some retailers, it comes off the whole bill, but for others it’s only off the usage component. And the discount periods are often shorter than what customers understand, meaning they shift to higher rates during their contracted period – often without realising,” Morton said.
The energy company has also offered new customers a $50 online bonus when signing up online.
The brand said the ad was created by “an independent consultant”, but declined to say who. Creative agency DDB Melbourne were previously appointed to the account in 2015.
Last month Momentum appointed Havas to its media account.
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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There’s no doubt energy pricing is likely deliberately obfuscate…and a contributing factor in the general dislike people have toward the amount they pay for energy. But offering ‘zero percent’ discount merely highlights the problem, and to be honest I doubt most people are going to have an in depth inner monologue where they conclude, ‘here’s an honest electricity company not looking to gouge money off me’ but rather they are going to think, ‘bugger that, I can get 30% off if I pay on time with the other mob.’
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It should be a rule that if an electricity retailer is offering a percentage discount, it must also display the tariff that is being discounted (similar to a home loan comparison rate).
You compare the various retailers in QLD and the tariff’s vary from plan to plan, generally, the higher the discount the higher the original tariff – so in effect you’re not getting a discount anyway.
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