Origin campaign pushes affordable green energy
Energy supplier Origin Energy has launched a campaign to push the affordability of green energy.
Developed by DDB Melbourne, the ‘Sustainability drive’ campaign is a first for the category, according to the agency’s creative director Grant Rutherford.
“As we roll out Sustainability Drive across 2011, the campaign will take on a truly contemporary approach to marketing,” he said.
Is this a bit out of touch? with the forthcoming Carbon Tax are people really going to want to pay more for Green energy on top of a Carbon Tax? The consumer focus is and has been on the rising cost of power bills.
And I will be interested to see what this “truly contemporary” marketing approach will be…. so far all we see is a TVC and consumer promotion. Nothing contemporary there.
Greens – did you listen to the ad at all? They said that they were working toward making it affordable and also said that sustainability technologies would result in lower power bills..
All they’ve told me is that it’s affordable green energy, but nothing more concrete than that, because the term ‘affordable’ is relative to your income isn’t it? A Rolls Royce is an affordable vehicle if you make $10M a year (I still wouldn’t drive one).
And what’s the bet that the 4 ‘winners’ are all situated in upper middle class suburbs, feature a husband and wife and 2.3 kids (or whatever the statistical number for the nuclear family is), or am I being uber cynical? (also a possibilty as my caffeine level is starting to drop)
@stacey we all know “Green” power cost extra. you cant hide it. Making it “more affordable” just means it cost less but still costs more.
As Bucks said, affordable is a relative term. With families facing power increases of 30-50% over the next few years paying a premium for “green” its not an attactive proposition.
And i beg to differ that sustainable technologies will deliver cheaper power in the short term. Wind farms and solar farms are expensive to build and dont supply enough energy needs at this stage.
Thank God those coal-fired power stations and the railway lines that deliver the coal from the mines with all those huge trucks and diggers are so cheap to build then!
So where are all the fabulous wind farms and acres of wonderful solar panels then?
All i am saying is this campaing feels like its flogging a dead horse. The focus on green has waned. The majority of consumers only care about Green power if it doesnt cost them any extra.
And it has still yet to be proved than man made climate change acutally exists.
But lets not let that get in the way of a company flogging us something we actually dont need,