AGL has launched a new campaign to highlight ways of being energy efficient, with a focus on reaching Australians in their preferred language, with real stories about real families.
The campaign, created by SBS Media’s client solutions division, SBS CulturalConnect, in collaboration with Identity Communications, is designed to help Australians better manage their energy use and to help ease cost-of-living pressures families are experiencing nationwide.
AGL and SBS collaborated to develop bespoke creative based on unique cultural insights, sharing the personal stories and energy-saving insights of five Australian families from First Nations, Lebanese Arabic, Chinese, Indian and Vietnamese backgrounds. Executed as 10 x 30’ TVCs, including 15′ cutdowns and supporting social content, the campaign delivers both cultural authenticity and humour.
Yasmina Pinto, head of brand, AGL, said: “Our team has loved working on this exciting first of its kind community initiative which is part of our two-year $90 million Customer Support Package to assist customers with cost-of-living pressures.”
“Cultural and linguistically diverse Australians and First Nations peoples make up over a quarter of the Australian population and a large portion of AGL’s customer base. We felt SBS was the perfect partner to create bespoke, in-language energy literacy content that authentically resonates.”
The campaign, which goes live on October 10, is supported by a comprehensive list of additional free in-language tips, translated by SBS and available on an AGL hosted web page, helping Australians achieve greater energy literacy.
“This is beautiful creative work that recognises and celebrates the diversity of Australia,” said Kate Young, national manager, SBS CulturalConnect. “SBS Media partnered with AGL, collaborating closely with Identity Communications, to develop a campaign that speaks directly to these diverse communities, reflecting SBS’s deep connections with these audiences.
“As subject matter experts, we leveraged our insights to ensure that the campaign not only reaches but resonates authentically with target audiences. For AGL, a brand that values inclusivity and connecting with diverse customers, SBS CulturalConnect designed a tailored approach that seamlessly integrated cultural nuances into the creative strategy,” Young added.
Santosh Murthy, managing director, Identity Communications, said: “AGL has demonstrated tremendous leadership through this initiative by going above and beyond to engage all Australians. The campaign creative incorporates cultural nuances and showcases the impact of authentic storytelling – ultimately, making a real difference to real families across Australia.
“With their ability to engage real families and its established brand among both multicultural and First Nations (NITV) audience groups, SBS was an ideal partner for co-creation and implementation of this campaign,” Murthy added.
Credits
Brand: AGL
Media Agency: Identity Communications
Creative Agency: SBS CulturalConnect
Production Company: SBS CulturalConnect