Momentum Energy bottles happiness in new brand campaign via Havas Media

As Victoria emerges from the world’s longest lockdown, Aussie owned and operated energy provider Momentum Energy has launched a joyful new brand campaign with a happiness-filled takeover of Flinders Street Station following a savvy buy through Havas Media, and close collaboration with oOh! Media.

The campaign encouraging Melbourne commuters to ‘Get Happy’, created by Momentum Energy’s in-house creative team, is spearheaded by a special build of giant jars with happiness-inducing content at Flinders Street Station, supported across multiple touch points including radio, OOH, online video, digital and social.

The jar contents will take on a digital form with bespoke display MRECs showing off the jars and their contents to spark joy in the digital landscape as well as social content showcasing how people can make their own DIY jars of happy at home.

The renewable-loving power company, which is 100% owned by Australia’s largest renewable energy generator Hydro Tasmania, believes Australians not only deserve a boost of happiness as we venture out again, but that our choice of power company should make us feel good too.

To bring that belief to life, Momentum Energy built three giant jars of happiness to give commuters a sweet lift throughout November. One jar contains ‘wishing stars’ that come with a ‘supanova-free guarantee’. The second is a party pack of brightly coloured ‘rainbow seeds’ for those who’d like to grow their own organic, full-spectrum rainbow, while the third is an 80% unicorn/20% acrylic blend of ‘warm fuzzies’ to provide relief from 2021.

The jars are designed to evoke a delightful sense of childlike wonder and excitement, while reminding passers-by they can get similar happy vibes from their choice of power company.

Says Sarah Cook, associate account director, Havas Media Melbourne: “Our timing with the station domination is impeccable. It’s a great feeling to help spread some happiness and bring a smile to everyone venturing out via Flinders Street Station and reclaiming the love for our city.”

Says Kate Lightfoot, creative lead at Momentum Energy: “We’re stoked to welcome people back to the city with these giant jars of imaginary nonsense. Walking around them makes you feel like a kid again and they’re an impactful reminder that Momentum is here to help Victorians get happy.”

The campaign launched runs through to 30 November.

oOh! Media
Momentum Energy Creative
Havas Media