There is a pressing need to improve Australians’ understanding and satisfaction towards the energy industry. Red Agency worked with Australia’s largest energy provider, Origin, to drive awareness of its Origin Energy Tales.

Overview:

The campaign was aimed at putting energy industry information into people’s hands in a light-hearted and accessible way by placing interesting and amusing stories and facts about energy on the wrappers of Fantales.

Execution:

To help raise awareness of the three-day activation (where nine million Origin Energy Tales were distributed at high profile locations in Melbourne, Sydney, Brisbane and Adelaide), Red Agency worked with Origin on a wide-spread earned media outreach program to help generate significant coverage on television, radio, print and online.

A key component of the outreach involved creating ‘Personalised Energy Tales’ for almost 30 radio personalities to generate on air discussion about the energy tales. We also coordinated the Origin Energy Tales to be distributed to more than 60 coffee shops around the country to drive additional engagement and buzz.

Outcomes:

Red assisted in securing top-tier coverage with 85 percent positive sentiment towards Origin. Highlights included The Australian, the Australian Financial Review, The Daily Telegraph, 3AW, ABC Inside Business with Alan Kohler and several mainstream media and marketing publications.