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Essential Energy

A multi-channel campaign starring the real power behind the brand — its people

The resilience of Essential Energy is best expressed by some local faces, with ad recall rates measured at 3 times the NSW government benchmark.

Reliable Power, Resilient Network is a human-centric campaign celebrating the resilience of the electricity network following the bushfires, storms and global pandemic of 2020. We developed an episodic docu-series of short films, following four employees state-wide as they work and adapt to deliver power to regional Australia.

The stories offer insight into the organisation’s role as a power distributor and the connection it has within the communities, whilst capturing the brand’s promise, ‘power and people you can rely on, now and into the future’.

The campaign outperformed historical benchmarks, with all channels showing strong results. Digital display CTR doubled and social ad recall tripled NSW Government benchmarks.

Director Sam Darcy. Cinematographer Jack McAvoy.

Outputs

  • Creative direction
  • Animation and video production
  • Digital TV and display advertising
  • Paid and organic social media
  • Radio advertising
  • Printed direct mail

Results vs benchmarks

  • Social ad recall — 290%↑
  • Social display CTR — 195%↑
  • Audio completion rate — 112%↑
  • Video completion rate — 108%↑
  • Total impressions — 10M+

Backing local communities

Stephen, a powerline worker, saves the day, as he restores power quickly to public lighting in Coffs Harbour. A vibrant community spirit was captured as we filmed the Coffs Harbour Breakers AFL Team and Coffs Coast Bodyboarders Association — past Community Choices recipients.

A flexible, changing network

We used drone footage to explore a remote site in Bulahdelah with Matt, a Stand-Alone-Power-System Specialist, who is focussed on innovative ways to deliver energy.

People you can trust

Our most intimate shoot follows Keiren in Tamworth, working in the community she lives in. The Branch Services Manager invites us into her home during the wee hours as she responds to a customer’s call.

Power you can rely on

Ian, Murray Region Operations Manager, takes us for a fun tour of the Culcairn depot. We meet the team for a Toolbox Talk, venture out with the fleet and ascend an elevating work platform in the field.

Campaign extension to foster future stars

Captions for accessibility were included as the campaign was rolled out over social media and digital television commercials. A direct mail letterbox drop featured our workplace stars, providing a total reach of almost 1,000,000 people. An internal program was developed, recognising individuals and teams exhibiting resilience and reliability. We named this initiative Bright Sparks and created a spin-off identity to support the brand campaign.

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