Alinta Energy debuts ‘That’s Better’ brand platform and campaign via Bastion Creative
Australian energy company Alinta Energy has unveiled a new brand position and integrated campaign featuring Australian cricket legends, developed in partnership with Bastion Creative. The new positioning, ‘That’s better’, reflects the company’s focus on making tangible improvements for its customers, the environment and community across affordability, local service, renewable energy and community support.
The launch coincides with the start of the cricket season and leverages Alinta Energy’s sponsorship as Principal Partner of the Australian Men’s Cricket Team in the campaign.
The TVC features Australian cricket stars Pat Cummins, Nathan Lyon, Marnus Labuschagne and Aaron Finch brainstorming with Alinta Energy staff on ways to do ‘better’ for customers, highlighting its commitment to locally-based customer call centres and providing affordable energy products.
Says Bastion Executive Creative Director Georgia Arnott: “‘That’s better’ encapsulates Alinta Energy’s quest to keep shaking up the category as both the incumbent gas retailer on Australia’s west coast, and a challenger electricity and gas brand in the east.
“Seeing Pat Cummins answer his phone with his nose while contorted in a yoga pose epitomises the Alinta Energy ethos of going the extra mile for customers.”
Alinta Energy’s Amanda Hagan, Executive Director Retail Markets, said the company also wanted to ensure that doing better for customers was fundamental to the brand purpose: “I think this is a great position because we believe everything we do should be aimed at making things better for our customers, our staff, the environment and Australia. ‘That’s better’ is an attitude that our whole organisation can embrace to benefit our customers.
“And we’ve got plenty of great news and improvements to share, from the continued growth of our onshore call centres to some massive investments in renewables.”
The campaign will run throughout summer across TV, digital and print.
Creative Agency: Bastion
Executive Creative Director: Georgia Arnott
Creative Director: Laurence Cronin
Creative Director: Scott Hopkin
Planning Director: Sarah King
Client Partner: Andrew Henderson
Account Director: Stacey Paul
Executive Producer: Stephanie Ceccaldi
Production Company: Plaza
Director: Paul Middleditch
Executive Producer: Peter Masterton
Post Production: The Editors
Casting: Antonia Murphy / Fountain Head
Sound: Noise
Media Agency: Carat Australia
Client: Alinta Energy
General Manager Sales and Marketing: Jane Mills
National Partnerships Manager: Alison Keller
13 Comments
Looks very similar to these:
https://www.youtube.com/watch?v=Fz1jh481vZA
https://www.youtube.com/watch?v=cuSx2s8MkzM
Funny
No they don’t? What because it starts in a boardroom? Shut up.
Old construct and ‘better’ is thrashed as a prop for companies that don’t have anything better.
Er, yes they do.
Er, no they don’t. Now please do shut up, you’re boring and irrelevant.
New born wearing a hat in the cot? Pulled in 3… 2… 1…
Yep agree with the first Tim. Same idea as the Cannes winning Budget campaign – a company brainstorming session resulting in an executed idea that goes completely haywire for the consumers. Can’t get any more similar than that….
Sounds like I touched a nerve. It begins in a meeting, then cuts to an imaginary scenario that ends in a disaster…. looks similar in more than one to me.
Give it a rest eh
A budget version of the extremely famous Budget ads.
Oh my god, it’s identical but without the craft and joy and idea. Don’t try and defend it.
Try to avoid using real celebrities, and especially cricketers in commercials. Their performances are excruciating.