Who would have thought that an ad for an energy company would make you emotional, but DDB Melbourne’s story of how two cleaners, Tam and Lucia, met is likely to make you cry. You may, or may not, also notice that you’ve absorbed the message that little things can make a big difference. At the end of it, though, you’ll notice that Momentum made the little things happen.
The campaign called Hi, aims to counter the negativity surrounding the energy category as a whole. After the couple meet in the launch spot, various shorter spots will build on their story in the coming months. Throughout the TV campaign, Tam and Lucia demonstrate that it’s the little things that make a big difference.
“Ironically, big bills and bad customer service means the main thing most big energy companies provide for their customers is a whole load of negative energy,” stated DDB Group Melbourne creative director, Jim Ritchie.
“Momentum has a more positive approach to providing energy. They’re transparent with their pricing, they offer award-winning Aussie service, and because they’re owned Hydro Tasmania, they’re committed to a more sustainable energy future.”
The campaign stems directly from Momentum’s company vision of making energy human. “We know our customers have many choices when it comes to an energy provider,” explained Momentum Energy’s general manager of sales and marketing, Amy Childs.
“At Momentum we feel privileged that our customers choose us and we want them to feel good about that choice.”
The TV campaign was directed by Abe Forsyth and will be supported by radio, outdoor, social and display.
Agency: DDB Group Melbourne
Chief Creative Officer – Darren Spiller
Creative Director – Jim Ritchie
Head of Onscreen – Tuesday Picken
Executive Planning Director – Ian Forth
Senior Planner – Rob Martyn-Wilde
Senior Client Lead – Angela Bishop
Account Manager – Stuart Smith
Account Manager – Zoe Klein
Production Company – Goodoil
Director – Abe Forsythe
Executive Producer – Sam Long / Simon Thomas
Producer – Emma Lawrence
DOP – Lachlan Milne
Editor – Drew Thompson, Arc Edit
Grade – Martin Greer, The Refinery
Online Edit – Eugene Richards, The Refinery
Music – Karl Richter, Level 2 Music
Casting – McGregor Casting (Syd) & Nick Hamon (Melb)
Client: Momentum Energy
General Manager Sales and Marketing – Amy Childs
Head of Marketing and Communications – Naomi Morton
Acquisition Marketing Manager – Alex Kharucky