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.
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