Alinta Energy hadn’t advertised to the WA mass market in over 12-months. But competition had heated up, creating a deluge of ‘me too’ gas’vertising – Smiley, happy people selling big shiny discounts, and little else. And while other gas companies were using their energy to sell themselves, we were using our energy to deliver an affordable and reliable utility to our customers.
As the largest and longest serving energy provider in WA, Alinta Energy wanted to make a statement.
Rather than take part in discount warfare, we chose to take the higher ground, concentrate on the facts, and tell it like it is. With the campaign line ‘We give it to you straight’, Alinta Energy quickly became the authoritative, straight talking voice of the WA energy market.
We delivered this across tv, online, social, outdoor and, most importantly, owned assets to our existing customer base of over 350,000 households.