Kate Lightfoot

We needed to differentiate Momentum from all the same-same energy marketing. All our competitors were doing very rational messaging and it just wasn’t differentiating anyone. So we took a more emotional approach.

The insight was: whoever you buy power from, the power you get is identical…so why not pick the power company that makes you feel happy?

Being 100% Aussie owned - by Australia’s largest energy generator (Hydro Tasmania) - meant customers had every reason to feel good about choosing Momentum. After all, they’d be supporting a renewable energy company and backing Aussie jobs.

To bring “Get Happy” to life, each part of the campaign was designed to buoy Victorians’ spirits as they went about their day.

RESULTS:
The campaign led to Momentum’s highest ever prompted awareness, unprompted awareness and consideration.