Bastion Creative has tapped into summer cricket fervour, launching a new brand position and campaign for Alinta Energy featuring Australian cricket legends, Pat Cummins, Nathan Lyon, Marnus Labuschagne and Aaron Finch.
The new positioning, That’s better, reflects the company’s focus on making tangible improvements for its customers, the environment and community across affordability, local service, renewable energy and community support.
Alinta Energy’s Amanda Hagan, executive director retail markets, stated, “I think this is a great position because we believe everything we do should be aimed at making things better for our customers, our staff, the environment and Australia. That’s better is an attitude that our whole organisation can embrace to benefit our customers”
“And we’ve got plenty of great news and improvements to share, from the continued growth of our onshore call centres to some massive investments in renewables.”
The launch coincides with the start of the cricket season and integrates Alinta Energy’s sponsorship as principal partner of the Australian men’s cricket team in the campaign.
Bastion executive creative director, Georgia Arnott, stated, “That’s better encapsulates Alinta Energy’s quest to keep shaking up the category as both the incumbent gas retailer on Australia’s west coast, and a challenger electricity and gas brand in the east.
“Seeing Pat Cummins answer his phone with his nose while contorted in a yoga pose epitomises the Alinta Energy ethos of going the extra mile for customers.”
The campaign launched on November 25 and will run throughout summer across TV, digital and print.
Credits:
Client: Alinta Energy
General Manager Sales & Marketing: Jane Mills
National Partnerships Manager: Alison Keller
Creative Agency: Bastion
Executive Creative Director: Georgia Arnott
Creative Directors: Laurence Cronin & Scott Hopkin
Planning Director: Sarah King
Client Partner: Andrew Henderson
Account Director: Stacey Paul
Executive Producer: Stephanie Ceccaldi
Production Company: Plaza
Director: Paul Middleditch
Executive Producer: Peter Masterton
Post Production: The Editors
Casting: Antonia Murphy @ Fountain Head
Sound: Noise
Media Agency: Carat Australia
