Independent regulator, the Essential Services Commission (ESC) is announcing new rights for Victorian consumers with an energetic new campaign developed by Icon Agency.
With a strategy to unlock people’s ability to get more value out of their energy providers, the campaign aims to raise public awareness of energy reforms being introduced to protect the rights of all Victorians. The agency looked at a way to get people to move into taking action and getting a better deal for themselves.
This was done by speaking to the energy behind motivation. The new legislation places obligations on energy companies to offer fairer prices, give greater visibility on alternative plans and provide help to people experiencing difficulty paying energy bills. ‘It’s your energy’ looks to motivate people to find out about their options and make better choices with this information.
The campaign was created by Icon’s creative director team, Ed Bechervaise and Rod Clausen.
Says Bechervaise: “The truth is, most of us are in the dark when it comes to our energy costs. We don’t really know what we’re spending our money on. When we look into it, we find out we could be getting more value. Which is why we wanted to enable people to unlock their power to get more from their energy.”
The agency’s guiding insight showed consumers lack of trust and clarity around energy providers. So, empowering customers with an awareness of their new rights became the agency’s strategic imperative.
Says Clausen: “People across Victoria are consuming energy. But we’ve been doing it in the dark. Retailers don’t tell you if they can put you on a better offer – even when they can. This campaign switches the lights on and puts the power back in the hands of the consumer.”
Icon was responsible for delivering creative strategy and implementation.
The campaign will roll out through July and August across OOH, film, print, radio, social media, digital display and campaign microsite.
Client – Essential Services Commission
Senior Manager, Strategic Communication – Michelle Bryne
Senior Integrated Communication Specialist – Daniel Williams
Senior Communication Adviser, Strategic Communication – Siobhan Argent
Agency – Icon Agency
CD -– Ed Bechervaise
CD – Rod Clausen
Senior Designer – Nana Derkyi
Studio Manager – Mark Oriondo
Group Account Director – Hazel Tiernan
Senior Account Manager – Jo Raine and Anna Ruffo
Photography and film Production
Photography and film direction – Chris Von Menge
DoP and editor – Daniel Farmer @Farmwalker Films
Producer – Brodie Standen @SEA
Music and sound
John Servedio – Servidsounds