24 September 2009
AGL Energy has announced the launch of its new brand campaign “The World is Changed by Doers” which is built on the positive impact AGL has had on Australia’s energy landscape over the past 170 years.
The AGL brand is Australia’s second oldest and the brand campaign focuses on how the company is providing and evolving end-to-end service to meet customer needs cost-effectively and sustainably.
Created by creative agency George Pattersons Y&R and directed by Joel Pront of Plush Films, the campaign kicks off with TV commercials on air in Victoria and South Australia from Saturday 26th September during the AFL Grand Final and the following week during the NRL Grand Final in NSW and Queensland.
Running for three months, the integrated campaign stretches across TV, online and print advertising together with below-the-line executions.
The flagship 60 second TV commercial and two 30 second commercials deliver an inspiring and progressive reflection on actions of the past, how those actions contribute to the present, and ultimately enhance our future.
Combined with story-telling narrative, the commercials take viewers on a journey through the history and achievements of Australia’s leading integrated renewable company, AGL and significant moments in time which shaped and changed the way Australians live today.
A nostalgic, yet forward-focused atmosphere is created by morphing different scenes from the 1840s when AGL lit the first gas street lamps in Australia, to the 1930s laboratory where the company took bold new steps in the development of energy efficient technology, and to today where AGL has the country’s largest privately owned, operated or controlled renewable energy asset portfolio delivering end-to-end service, energy savings and comfort to homes.
The story is accentuated by the use of industry leading computer aided design and breathtaking camera work, creating a feeling of energy in action and a sense of awe.According to David Hamilton, AGL’s General Manager Marketing, “The World is Changed by Doers” illustrates the idea that change isn’t just about words, it’s about things you do.
"AGL has a rich history, steeped in innovation and leadership. We wanted this campaign to pay homage to that heritage, but also to demonstrate the idea of our pioneering spirit for the times in which we live and in securing a more sustainable future for Australia," said Mr Hamilton.
The message is clear - customers who choose to go with AGL will not only benefit from the company’s long-standing expertise which is articulated across the campaign, but also from one of the widest energy offerings in the market with the aim of delivering best value to customers.
To be able to do this, AGL is taking action toward creating a sustainable energy future.
AGL has invested more than $2 billion in renewable energy and has another $2 billion worth of renewable energy projects in its portfolio of development opportunities (with approximately 2,500MW under development consideration).
This portfolio is market leading, providing strategic depth and optionality. “And we are continuing to invest and deliver products and services designed to meet our customer needs. Whether we’re helping the environment or helping you save energy we are finding more ways to ‘do’ for our customers,” Mr Hamilton said.
Proud of his agency’s work, Russel Howcroft CEO of George Patterson Y&R commented: “AGL is a great Australian company. The more you dig, the more great stories you find. We wanted to tell part of the AGL story through this campaign, the way this iconic company has led developments in energy efficiency.”
“This is a story that demands to be told, as we believe the Australian consumer will make energy decisions based on those companies that are really driving and investing in change,” Mr Howcroft added.
Stills from the television commercials are available. Further enquiries:
MediaGiselle Pethard, Publicity ManagerDirect: + 61 3 8633 6115Mobile: + 61 (0) 414 299 658e-mail: email@example.com
About AGLAGL is Australia’s largest integrated renewable energy company and is taking action toward creating a sustainable energy future for our investors, communities and customers. Drawing on over 170 years of experience, AGL operates retail and merchant energy businesses, power generation assets and an upstream gas portfolio. AGL has Australia's largest retail energy and dual fuel customer base. AGL has a diverse power generation portfolio including base, peaking and intermediate generation plants, spread across traditional thermal generation as well as renewable sources including hydro, wind, landfill gas and biomass. AGL is Australia's largest private owner and operator of renewable energy assets and is looking to further expand this position by exploring a suite of low emission and renewable energy generation development opportunities.
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