Australian energy company Alinta Energy has unveiled a new brand position along with an integrated campaign, developed in partnership with Bastion Creative, featuring Australian cricket legends Pat Cummins, Nathan Lyon, Marnus Labuschagne, and Aaron Finch.
The launch coincides with the start of the cricket season and leverages Alinta Energy’s sponsorship as Principal Partner of the Australian Men’s Cricket Team in the campaign.
The TVC features the four cricket stars going over ways to do ‘better’ for customers, highlighting its commitment to locally-based customer call centers and providing affordable energy products.
The new positioning, ‘That’s better’, reflects the brand’s “focus on making tangible improvements for its customers, the environment, and community across affordability, local service, renewable energy, and community support,” the brand said in a release.
“I think this is a great position because we believe everything we do should be aimed at making things better for our customers, our staff, the environment, and Australia,” said Alinta Energy’s Amanda Hagan, Executive Director Retail Markets.
‘’That’s better’ is an attitude that our whole organization can embrace to benefit our customers”
“Seeing Pat Cummins answer his phone with his nose while contorted in a yoga pose epitomizes the Alinta Energy ethos of going the extra mile for customers,” said Bastion Executive Creative Director Georgia Arnott.
The campaign launched on 25 November and will run throughout summer across TV, digital and print.
Client: Alinta Energy
General Manager Sales and Marketing: Jane Mills
National Partnerships Manager: Alison Keller
Creative Agency: Bastion
Executive Creative Director: Georgia Arnott
Creative Director: Laurence Cronin
Creative Director: Scott Hopkin
Planning Director: Sarah King
Client Partner: Andrew Henderson
Account Director: Stacey Paul
Executive Producer: Stephanie Ceccaldi
Production Company: Plaza
Director: Paul Middleditch
Executive Producer: Peter Masterton
Post Production: The Editors
Casting: Antonia Murphy / Fountain Head
Media Agency: Carat Australia