Small change, big difference:
A national energy information campaign
Client
National Council of Energy Ministers and Energy Consumers Australia
What we did
Campaign
Strategy
Market research
Branding
Communications strategy
Challenge
Amid the cost-of-living crisis, Australia’s energy ministers asked national energy consumer advocate, Energy Consumers Australia, to design a National Energy Information Program designed to support consumers to manage their energy use and reduce bills.
Approach
Shape’s campaign strategy drew on an extensive review of market research, international case studies, and a series of in-depth consultations with energy officials from all states and territories, and the Commonwealth. We worked with our research agency The Insight Centre to conduct a national quantitative survey to refine our approach – followed by a qualitative study to validate and sharpen our creative concepts and calls to action.
The final strategy was a multi-phase consumer empowerment campaign. Simple, clear messaging, tapping into the audience’s primary drivers, was supported by a sequenced set of practical steps consumers could take to immediately lower their bills. A range of creative concepts were designed to bring the campaign to life.
Impact
The campaign strategy now informs government communications and campaigns in all jurisdictions.
Small change, big difference
Client
National Council of Energy Ministers and Energy Consumers Australia
What we did
Campaign
Strategy
Market research
Branding
Communications strategy
Challenge
Amid the cost-of-living crisis, Australia’s energy ministers asked national energy consumer advocate, Energy Consumers Australia, to design a National Energy Information Program designed to support consumers to manage their energy use and reduce bills.
Approach
Shape’s campaign strategy drew on an extensive review of market research, international case studies, and a series of in-depth consultations with energy officials from all states and territories, and the Commonwealth. We worked with our research agency The Insight Centre to conduct a national quantitative survey to refine our approach – followed by a qualitative study to validate and sharpen our creative concepts and calls to action.
The final strategy was a multi-phase consumer empowerment campaign. Simple, clear messaging, tapping into the audience’s primary drivers, was supported by a sequenced set of practical steps consumers could take to immediately lower their bills. A range of creative concepts were designed to bring the campaign to life.
Impact
The campaign strategy now informs government communications and campaigns in all jurisdictions.
