During the past twelve months, AGL has been talking about meeting its environmental responsibilities. It has talked about its other responsibility before, delivering to its customers when it matters – for example, when they’re moving house. But that has also been conveyed in an informational manner. Now CHE Proximity is getting that message across with an emotional story. It’s a new way for AGL to communicate.

AGL’s new campaign has launched with a 30-second TVC about boy of 4 ¾ who is worried about moving out of his home. He says goodbye to all the things he loves with sadness before entering his new home. The boys’ apprehension turns into joy when his night light turns on and his new space becomes a room in which he feels comfortable.

Glen Dickson, executive creative director at CHE Proximity commented, “Moving is nerve-wracking. You leave the familiar for the unfamiliar. And it’s a little thing we love that makes a new house a home.”

Jamima White, head of marketing at AGL, added, “Through ongoing market research, it struck us just how challenging moving to a new house can be and we wanted to provide reassurance at this challenging time for our customers. We tap into the emotional certainty movers crave, and represent our Power On Guarantee emotively as Night lights on the day you move in.”

AGL’s Power on Guarantee ensures that, with one business days’ notice plus safe access to the property’s meter, customers will get the power on when they move home or their related expenses covered up to $250 per day until it is on.

The campaign began with a partnership on Channel 9’s The Block before a run across large and small formats out of home, digital and social. The films were produced by Scoundrel and directed by Vince Squibb.

Credits:

Creative Agency: CHE Proximity

Chief Creative Officer: Ant White

Executive Creative Director: Glen Dickson

Creative Directors: Amy Weston & Chris Andrews

Senior Creative: Lucy Aston

Art Director: Aïcha Wijland

Producer: Chris Moore

Chief Executive Officer: Chris Howatson

Client Services Director: Bree Daniel

Senior Account Director: François-Xavier Hafner

Account Director: Elizabeth (Mitchinson) Sisson

Production Company: Scoundrel

Director: Vince Squibb

Producer: Julianne Shelton

Production Manager: Nina Bos

Client: AGL

Chief Marketing Officer: Alison Wild

Head of Marketing: Jamima White

Marketing Acquisitions Manager: Joanne Lowman

Marketing Switchers Manager: Kristy White