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 communication 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.

Clear targets were set, including:

- Clicks on the 'compare online' link on the Service NSW website was to reach 8,356 clicks within the 3 month campaign timeline;
- Online video content had a minimum completion rate target of 20%; and
- Digital display ads needed to meet or exceed average click through rates across all audience profiles.

Strategy

The Energy Switch visual communications needed to complement the NSW Government's broader 'cost of living' program. It was imperative it stood out as its own initiative, communicating 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.

Target Audience

The target audience consisted of all NSW residents who receive electricity bills. There were approximately 3 million private households in NSW.

Execution

A collaborative approach with the client produced a highly distinctive visual 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.

The key visual was created by Circus retouching multiple images with multiple visual effects.

The Circus team then brought this to life by integrating key messages with animated visuals to video and HTML5 digital display content, running across digital and social channels.

Supporting Activities

The project management, creative direction and design development, animation and output of all assets were all carried by Circus.

Results & Outcomes

The 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.

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 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%.

we are here to make a difference

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Surry Hills NSW 2010
email: hello@circusgroup.com
 |  phone: +61 2 9954 6777