The energy industry was, and still is, experiencing a time of enormous change and significant challenges.
As a local provider, ActewAGL faced increased competition from national players and needed to find a way to differentiate, actively engage with the audience and arrest their declining market share.
In order to move quickly, the decision was made to operate under a largely outsourced marketing model working in conjunction with a small internal team. With no time to spare, all available research and data was leveraged to gain insight into customers and the market.
Agile ways of working were established to help prioritise the tasks, create accountability and promote continuous improvement. A brand refresh was undertaken to create an emotional connection with customers and allow for creativity in storytelling. Simplified key messages helped bring ActewAGL back into the consideration set. An acquisition marketing model was established to enable the team to test, measure, learn and iterate quickly, optimising every touchpoint for conversion.
