Solstice Energy celebrates and rewards Tassie’s different energy in new campaign via Hardhat 

Hardhat, the agency built on behaviour change for challenger brands, has spearheaded a new creative platform for Tasmanian energy provider Solstice Energy, formerly known as Tas Gas, to use its new brand to commence retailing electricity to the public.

While Tasmania’s energy scene has been largely dominated by a single market leader, the arrival of Solstice Energy heralds a new era of alternative energy for Tasmanians, by Tasmanians.

The new platform, “It’s Rewarding To Be Different”, showcases Solstice Energy as the energy retailer that Tassie deserves – one that shares the uniquely Tasmanian brand of friendliness, quirkiness, and positive energy.

Solstice Energy aims to offer its service to just 3,000 new customers within the first 3 months of the brand launch, to ensure the provision of services of the highest quality.

The campaign sought to flip this smaller initial customer base into a positive by inviting the new customers to become “Co-Co-Co-Co-Co founders” and play a vital role in the direction of the burgeoning energy provider’s plans for the state.

Literal rewards for “Co-Co-Co-Co-Co founders” include a unique loyalty program, which also empowers and celebrates local businesses by granting special discounts at selected local retailers and Solstice partners.

Says Sarah Thurstans – GM of retail: “We’re thrilled to welcome Tasmanians aboard as we continue on this transformation into Solstice Energy. This is a state of creative, entrepreneurial, passionate, and hard-working people and we want to provide for their energy needs and to reward them as they so rightfully deserve.”

The new campaign features Tasmanians in familiar local settings voicing their energy provider-related concerns, positioning Solstice Energy as the choice of energy retailer that considers their unique and valid needs seriously.

Says Jonathan Heath, creative director at Hardhat: “Tassie has a reputation for a unique sort of energy, so it was sadly ironic that their energy market was so same-same and stagnant. With this launch, Solstice really set the Tassie Devil amongst the Turbo Chooks (aka native hens), and we were more than happy to be a Co-co-co-co-co-co-co-co-co-co-co-co-co-co-collaborator on their mission.

To start a new brand is always exciting, but to launch one into a challenging market with a specific product offering such clear audience goals in mind was a real privilege. Our campaign is all about holding Tasmanians close, and giving them something truly rewarding that fits with their needs, values and their innate propensity to be just a bit different.”

The campaign launched on 17 June, with a series of online videos and assets across print, outdoor, digital and social.

Client: Solstice Energy
Creative agency: Hardhat
Media agency: Hatched Media
Production Partner: Pork Store Productions