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 sweetspot was tricky...
We needed to create a powerful reason for Australians to switch energy suppliers.
Unlike its global rivals, Red Energy had a genuine local story. Powered by Snowy Hydro, it’s 100% owned by the Australian public. So ‘Real Aussie Energy’ was born. A platform that allowed us to talk about keeping Australian energy in the hands of Australians.
By making the people the true heroes, we created clear space from the competition and Red Energy saw their biggest Y.O.Y. market share uplift.