Red Energy needed a rebrand, but the Australian energy sector had a turbulent history of apathy and distrust. ‘The Big 3’ not only dominated the category, they’d soured it. Finding the strategic sweet-spot was tricky...
To create a powerful and engaging story about keeping Australian energy in the hands of Australians.
Unlike its global rivals, Red had a genuine local story. Powered by Snowy Hydro, it’s 100% owned by the Australian public. So ‘Real Aussie Energy’ was born.
By making the people the true heroes, we created clear space from the competition. Red Energy saw their biggest Y.O.Y. market share uplift.