Finding the strategic sweetspot in the sour energy sector.

Red Energy

Sector

Energy

Services

Print Design

Social Strategy

Production

Conceptual  

Digital Design

Advertising

Media

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Background

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...

Objective

To create a powerful and engaging story about keeping Australian energy in the hands of Australians.

Campaign

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.

Results

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.

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