energy switch

As part of the NSW Government’s initiative to help reduce the cost of living, the campaign objective was to raise awareness of Energy Switch as a free and easy online comparison tool to help NSW residents save money on their electricity.

Project:

Energy Switch

Prequalification Category:

Digital Communication Services

Date:

Phase 1 in market January 2019

Budget:

$60,000 creative and production

Project:

Energy Switch

Prequalification Category:

Digital Communication Services

Date:

Phase 1 in market January 2019

Budget:

$60,000 creative and production

Campaign Objectives

As part of the NSW Government’s initiative to help reduce the cost of living, the campaign objective was to raise awareness of Energy Switch as a free and easy online comparison tool to help NSW residents save money on their electricity. More specifically it was to drive customers to the Energy Switch webpage to try the service and see if they can get a better electricity plan.

Strategy

The Energy Switch campaign needed to compliment the NSW Government’s broader ‘cost of living’ program, however, it was important it also communicated the specific offerings of Energy Switch. Hence creative was delivered with a distinct ‘energy’ identity, conveying the subject matter simply and succinctly. A direct instructional approach was taken, reflecting the independent and unbiased qualities of the Energy Switch comparative site. Focus Group testing was undertaken and was received well.

Target Audience

The target audience consists of all NSW residents who receive electricity bills. That’s approximately 6 million as recorded in March 2018.

Execution

A collaborative approach to creative produced a highly distinctive campaign device that could run consistently across digital and social channels. An impactful ‘light bulb’ visual, housing the Energy Switch program name, immediately communicated the subject matter.

Video and html5 animation were the core creative assets running across digital and social channels.

Results & Outcomes

The campaign objective was for NSW residents to use the online comparison tool to see if they can receive a better electricity plan. The end target for clicks on the ‘compare online’ link on the Service NSW website was 8,356 clicks (by June 2019). The first month of the campaign delivered more than three times that with 27,846 clicks.

Online video content exceeded expectations with metro and regional markets having a completion rate of over 60%, compared to the campaign target of 20%.

Digital display across all audience profiles was also above target levels, particularly with CALD audiences. Indigenous engagement levels averaged a click through rate of 0.22%, compared to a target of 0.04%.

The results are as of January 30 2019, but targets are set until June 2019.

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