Standing out by standing for something

Background: Energy is not a category that’s typically known for high levels of customer involvement. Choosing an energy company has often been a ‘set and forget’ decision with very little making up the relationship between brand and customer beyond billing. A significant number of people can’t even name their energy provider.

But with prices increasing rapidly and energy policy becoming a hot-button political issue, Australians have grown more conscious of the way they use energy, with the likes of solar installation, smart homes and even electric car charging ports changing the sector.

In the midst of these changes, the AGL brand had lost a clear point of differentiation. Like