Ahead of the 2021/22 Ashes, late November saw Australian utilities company Alinta Energy launch a new brand position through an integrated campaign featuring a team of Aussie Test Cricket stars including Pat Cummins, Nathan Lyon, Marnus Labuschagne and Aaron Finch.
Launched to leverage the summer of cricket and Alinta Energy’s status as the Australian Men’s Cricket Team’s principal sponsorship partner, the ‘That’s Better’ campaign aimed to reflect Alinta Energy’s updated focus on making tangible improvements – including affordability, local service, cleaner and more renewable energy – for its customers, for the environment and for the community.
The marketing push, which was created in partnership with Bastion Creative, spans television, print and digital and was led by a series of TV spots featuring the cricketers brainstorming with Alinta Energy staff on ways the company could help customers: all of which highlight a commitment to locally-based customer call centres, providing affordable, renewable energy products and supporting community causes and projects
Comic in tone, but serious in message, the spots sees the players make eclectic and daft suggestions while the staff counter with serious, practical and real-world alternatives.
The campaign launched on 25 November with a hero commercial called ‘Switch For Great Energy Deals. That’s Better’.
“‘That’s Better’ aims to encapsulate Alinta’s objective to shake up the category as both the incumbent gas retailer on Australia’s west coast and as a challenger electricity and gas supplier in the east,” said Bastion Executive Creative Director Georgia Arnott. “Seeing Pat Cummins answer his phone with his nose while contorted in a yoga pose epitomises the Alinta Energy ethos of going the extra mile for customers.”
Alinta Energy’s Executive Director Of Retail Markets Amanda Hagan explained that the company also wanted to ensure doing better for customers was fundamental to the brand purpose and added: “I think this is a great position because we believe everything we do should be aimed at making things better for our customers, our staff, the environment and Australia. ‘That’s Better’ is an attitude that our whole organisation can embrace to benefit our customers. And we’ve got plenty of great news and improvements to share, from the continued growth of our onshore call centres to some massive investments in renewables.”
The campaign was created for Alinta Energy’s General Manager Sales and Marketing Jane Mills and National Partnerships Manager Alison Keller by a team at Bastion which included Executive Creative Director Georgia Arnott, Creative Director Laurence Cronin, Creative Director Scott Hopkin, Planning Director Sarah King, Client Partner Andrew Henderson, Account Director Stacey Paul and Executive Producer Stephanie Ceccaldi.
The production company was Plaza with Director Paul Middleditch and Executive Producer Peter Masterton. Post production was handled by The Editors, with casting run by Antonia Murphy of Fountain Head, Sound by Noise and the media agency was Carat Australia.
https://www.alintaenergy.com.au/nsw/
https://www.cricketaustralia.com.au/
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