Let’s be honest things needed to change.
With the lack of an energy policy from the Australian Government in 2016, we saw an opportunity for AGL, Australia’s largest power provider, to lead Australia’s energy future and make a bold commitment to get completely out of coal.
Australia was ranked 24th amongst other countries for renewable energy policy, behind even the United States who were pulling out of the Paris Agreement and had a President who believed climate change was a hoax. As Australia’s leading energy company, AGL were uniquely placed to create change but with public opinion of AGL at an all-time low they needed to galvanise public opinion.
An integrated campaign was developed to communicate AGL’s ‘Energy Policy’ and launched across all media channels where AGL could engage in a honest conversation with Australians.
There were four primary objectives associated with the campaign. Firstly Increase AGL’s NPS by 3%. Secondly, increase brand consideration. Thirdly, increase spontaneous awareness and fourthly, Increase association with core brand attributes.
The strategy for the campaign focused on the two core needs of Australian energy consumers. Provide low cost, reliable and affordable energy in the present and lead the transition from coal to sustainable energy solutions as soon as possible but without compromising the first core need. This stood in contrast to a government that continued to delay on energy policy and envisaged a future that was heavily reliant on coal.
The campaign sparked national awareness and debate online, in the streets, across news desks around the country and most importantly with the Prime Minister and in Parliament House. This conversation also helped to drive impressive campaign results. Firstly, in the first month of the campaign NPS increased by 15%, secondly, brand consideration increased by 87%, thirdly spontaneous awareness grew by 78% and fourthly, association with core brand attributes increased by 30%.