Essential Services Commission expands campaign to empower Victorians via Icon Agency

Essential Services Commission, the regulatory body for Victorian energy and gas, water, local government, and transport sectors, has engaged Icon Agency to develop an integrated communications campaign to help ensure Victorians get the best energy deal possible.

After one and a half years of reforms, energy providers are now required to notify customers if they are not on the best offer from that provider, advise customers about flexible payment options and energy saving tips ensuring disconnection is a last resort, or ask about the Victorian Default Offer set by the Essential Services Commission.

The first two phases of ‘It’s Your Energy’ raised awareness and understanding of Victoria’s energy reforms, so the third phase’s primary objective is to evoke behaviour change, empowering Victorians to act.

Says Ed Bechervaise, creative director at Icon Agency: “This year’s been a tough one for many Victorians. We wanted to extend our ESC campaign in a way that emotionally and viscerally re-empowers Victorians to get some of their energy back, by helping them get the best deal they can on their energy bills and services.”

Drawing on insights gained through research into Victorian energy decision makers, Icon developed a campaign strategy that included content for digital TV, radio, social media, press and digital banners, with a concerted effort to evoke a direct response from the audience.

The collateral features a diverse range of Victorians in a number of short pieces of content, designed to push the frequency and reach of the campaign’s key messages. These pieces reinforce the power that Victorians now have, enabling them to pursue the best possible energy deals.

Distinguished from the previous version, this campaign will have a stronger focus on the actions that consumers can take to get better outcomes from the energy market, as well as the support available for those experiencing financial difficulty.

The campaign launches on 23 November 2020. To find out more please visit: vic.gov.au/itsyourenergy.

Agency: Icon Agency
Creative Directors: Ed Bechervaise, Tim Haynes, Andrew North
Group Account Director: Hazel Tiernan
Junior Account Director: Joanna Raine
Senior Account Manager: Jasmine Gaynor
Graphic Designer: Nana Derkyi
Production Company: Betty Wants In
Director: Max Greenstein
Producer: Drew Dunlop
Photographer: Chris Hillary