AGL gives reassurance to movers in newly launched campaign by CHE Proximity
Tapping into the emotional states of moving to a new home, AGL Energy Limited (AGL) has today launched ‘Movers’. Created by CHE Proximity, the integrated campaign marks a turning point in how AGL communicates with customers and aims to provide greater certainty during a period of apprehension.
The campaign launches with a 30” TVC. A boy of 4 ¾ who is worried about moving out of his home and says goodbye to all the things he loves before entering an empty new space – his new home. Thankfully, his night light turns his new space into a room he feels comfortable in.
Says Jamima White, head of marketing, AGL: “This campaign marks a new direction in how we talk to our customers. Through ongoing market research, it struck us just how challenging moving to a new house can be and we wanted to provide reassurance at this challenging time for our customers. We tap into the emotional certainty Movers crave, and represent our Power On Guarantee emotively as ‘Night lights on the day you move in.”
The AGL Power on Guarantee ensures that, with one business days’ notice plus safe access to the property’s meter, customers will get the power on when they move home or their related expenses covered up to $250 per day until it is on.
Says Glen Dickson, executive creative director, CHE Proximity: “Moving is nerve-wracking. You leave the familiar for the unfamiliar. And it’s a little thing we love that makes a new house a home.”
The campaign launches today with a partnership on Channel 9’s The Block before rolling out across large and small formats out of home, digital and social. The films were produced by Scoundrel and directed by Vince Squibb.
For more information, visit https://www.agl.com.au/get-connected/moving-home.
Client: AGL
Chief Marketing Officer: Alison Wild
Head of Marketing: Jamima White
Marketing Acquisitions Manager: Joanne Lowman
Marketing Switchers Manager: Kristy White
Creative: CHE Proximity
CEO: Chris Howatson
CCO: Ant White
ECD: Glen Dickson
Creative Director: Amy Weston
Creative Director: Chris Andrews
Senior Creative: Lucy Aston
Art Director: Aïcha Wijland
Senior Producers: Jen Livingston, Chris Moore
Client Services Director: Bree Daniel
Senior Account Director: François-Xavier Hafner
Account Director: Elizabeth (Mitchinson) Sisson
Production Company: Academy Films / Scoundrel
Director: Vince Squibb
Producers: Simon Cooper, Adrian Shapiro, Julianne Shelton
DOP: Jeremy Rouse
18 Comments
Where is the sause?!
This is the shiz!
This is what we need.
amazing that they can turn the power on for us. pfffff
If our job as advertisers is to make people feel something when they watch our ads, then this does a good job, particularly in a category that is really hard to do this. Taps into a primal fear of change most of us have.
This does it very, very, very well.
Tbone. Zagg. Stop kissing arse. Sure Chep has been one of the more creative yet scammy agencies in Aus recently but they truly jumped the shark over Sauce if not before. This is average. Ok advertising at its most bland. But your navel-licking suck up to the agency shows that you’re either lacking credibility or part of the Chep cult. Stop. You’re slathering on the sauce too thick.
This is lame, lets not try and dress up mutton
CHI struggle with anything that isn’t a case study
I’ve heard they’re a very reliable sause of energy.
well i think its quite nice, but, yeah, having your power when you move in – kind of expect that
I liked it. And so did my wife.
A simple truth, well told.
Ironically, something that McCann couldn’t do in their time on AGL.
You miserable loser.
Despite your name, maybe you don’t know everything.
I don’t work at the agency, have no ties to it nor need to suck up to the agency.
And I’m not quite sure how an anonymous comment can be sucking up?
I merely commented that it was a good peice of comms.
Which it is.
Unlike your fine self who must really be struggling through life to the point that slagging agencies, people and work makes you feel better.
Take it up with a GP.
Tbone
Hi Tiny Boner.
I can assure you. I am neither miserable nor a loser. And I am incredibly true to my name. Successful, wealthy and wise. Now let’s be clear. This piece of work you’re defending is inoffensive. And I need to apologise for calling the agency Scammy. That was a stupid comment, ill thought through. Award-focussed is far more correct. This ad is not shit. Nor is it better than average. But your gushing review made it sound like a D&AD winner. Hence you sounding like a suck up little arse kisser. I do apologise if you truly think this is ‘tapping into a ‘primal fear’. But that alone makes you sound like a four year old child. So let’s end this. I’ll go to sleep knowing I know more about advertising than you and anyone you know. And you’ll go to sleep knowing you know nothing about advertising, life or how to spell piece. Kind regards. The Oracle.
So yea. It does make sense to tap into what we feel as children to bring to life something that is invisible and something we just take for granted.
Jesus, give it a fucking rest. Only thing more pathetic than anonymously slagging each other off on a forum is engaging in a swinging dick contest to see who sounds more cultured in their writing. As you two would probably say ‘Little dicks swingeth not.’
You’re so right. I got carried away. FacePalm.
TO.
Ps. I think this ad is perfectly fine. Nice even.
needed an international director to do this. There’s no Australasian director that could executive these themes.