A campaign by Momentum Energy for Victorians that’s just about making people happy. It’s not what you expect from an energy provider and that’s one of the assets that put the campaign on a high tier. The other is that Covid has been particularly harsh on Victoria (compared to the rest of Australia), and its many lockdowns would most likely have brought energy consumption to the fore.
The campaign, created in-house, is led by 60-seconds of the joy of dancing when nobody’s watching. Supporting this are 15-second radio ads that give a happy spin to everyday sounds, bus ads that add joy to the daily commute, Melbourne’s first sequin-clad Glam Tram and a gently bubbling lava lamp in a specially fit-out tram shelter.
The cinema spot was shot in Melbourne’s Regent Theatre using special lighting effects to give the historical location an energetic, contemporary vibe, an original track by Squeak E.Clean Studios and a surreal furry character.
Naomi Morton, general manager sales and marketing, Momentum Energy, commented, “Even though every energy company sells pretty much the same thing, there’s a huge difference in how a company can make a customer feel about their choice.
“We want Victorians to feel good about us. Instead of rational messaging, we’ve taken a more emotional approach. You have to buy power, so why not choose a company that makes you feel happy? We’re 100% Aussie owned and our parent company, Hydro Tasmania, generates more renewable power than any other business in Australia. So our customers can feel good about supporting a renewable energy company and backing Aussie jobs.”
The special furry type for the outdoor work was designed by typographer, Luke Lucas, who has worked with Nike and The New York Times. Russell Sharp, who created special makeup effects for The Hobbit Trilogy, built the creature costume for the video.
The campaign is running in Victoria across cinema, outdoor, radio, social and digital.
Client: Momentum Energy
Managing Director: Amy Childs
General Manager Sales and Marketing: Naomi Morton
Campaign Manager: Claire McClelland
Marketing Specialist: Meg Goodfellow
Creative Agency: Momentum (in-house)
Creative Directors: Kate Lightfoot & Dave Scott
Copywriter: Nikki Berto
Designer: Alice Kenny
Typographer: Luke Lucas
Production Company: The Pearl Film Company
Director: Hamish McGregor
Executive Producer: Ben Hodson
Producer: Christine Tan
DOP: Sherwin Akbarzadeh
Creature Design: Sharp FX
Choreography: Zoee Marsh
Music: Squeak E. Clean
Composer: Jesse Watt
Casting: 2 Divas
Media Agency: Havas Media
OOH Company: JCDecaux
PR Agency: Truth Agency