Origin Energy wants people to think differently about energy. It is launching a brand campaign that challenges the category norms and puts energy at the centre of daily life.
The campaign, created by Clemenger BBDO Melbourne is called Energy Made Fresh Daily, and aims to make people reconsider the role an energy provider plays and how the company generates and buys energy.
The company believes that when people know more about energy, they will feel better about the brand and the company.
Utilities firms and energy providers in particular typically suffer a negative perception by the public. It's seen as a grudge purchase and there is misunderstanding about the pricing and a lack of clarity in the market.
Origin wants to rise above the category and clear up the confusion. Its own research pearler this year found that 83% of Australians don't think energy and utility providers offer good customer service and the majority are “annoyed and frustrated” by practices they use.
Sophie Finn, Origin Energy general manager of brand and digital, said: “While energy is an essential service, people don’t tend to think about it beyond their bill or switching the lights on. We want people to think about energy in a fresh new way. It takes years of planning and the hard work of thousands of Australians to get energy to people’s homes.
“An important part of our campaign is showcasing the integral role Origin plays. This campaign aims to increase people’s knowledge and understanding about the role that Origin plays in exploring, generating and buying energy. We know that when people know more about energy, the better they feel about our brand and industry.”
The campaign will run across TV, cinema, radio, print, outdoor, social media and digital – with the Origin website hosting additional content that showcases how Origin explores, generates and buys energy and supports the community.
In March the energy firm was the first firm to abolish exit fees for customers switching to alternative services and outlined a raft of other changes to its services to improve its offer. It will no longer use door knocking and cold called to attract new customers, is extending its call centre hours to give better service and is introducing flexible payment options.
Origin is the biggest spending brand in the utilities category, despite reducing its investment by 8.4% last year, according to Nielsen. It spent $11.2 million on main media last calendar year.
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