Australia – Australian energy company Alinta Energy has unveiled its new brand position ‘That’s better™’ which it said aims to reflect the company’s focus on making tangible improvements for its customers, the environment and community across affordability, local service, renewable energy, and community support.
The new positioning was developed in partnership with integrated communications agency, Bastion Creative.
Amanda Hagan, Alinta Energy’s executive director for retail markets, said that the company wanted to ensure that ‘doing better’ for customers was fundamental to the brand purpose.
“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. ‘That’s better™’ is an attitude that our whole organization can embrace to benefit our customers,” said Hagan.
The new communications direction was also launched together with an integrated campaign featuring Australian cricket legends.
The TVC features Australian cricket stars Pat Cummins, Nathan Lyon, Marnus Labuschagne, and Aaron Finch brainstorming with Alinta Energy staff on ways to do ‘better’ for customers, highlighting its commitment to locally-based customer call centers and providing affordable energy products.
Bastion ECD Georgia Arnott said, “‘That’s better™’ encapsulates Alinta Energy’s quest to keep shaking up the category as both the incumbent gas retailer on Australia’s west coast, and a challenger electricity and gas brand in the east.”
“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,” adds Arnott.
The launch leverages Alinta Energy’s sponsorship as principal partner of the Australian Men’s Cricket Team.
The campaign released on 25 November will run throughout summer in Australia across TV, digital, and print.