Household electrification adoption.
Ausgrid is aiming to accelerate household electrification adoption across New South Wales in a campaign via Stake.
50% of households in the Ausgrid network were already considering electrification — but the notion of "within the next year" just kept rolling forward, according to Ausgrid.
“Our behavioural diagnosis revealed a defining insight: people feared being wrong more than they desired the benefits of being right. That shifted the entire strategic approach,” said Stake founder and chief catalyst, Matt Thomas.
“Rather than adding more information to an already crowded space, we needed to build confidence and make the path forward feel achievable."
Each year of inaction was costing households in the Ausgrid network an estimated $2,000–$3,000 in foregone savings.
Rather than positioning electrification as a future aspiration, the campaign demonstrates that households across NSW are already making the transition.
“We know Ausgrid customers want to make the switch — the challenge was helping them feel confident enough to do it.
“The Switch Is On gives people permission to act by showing them that people like them already have,” said Ausgrid brand and marketing manager, Mary Brookes.
“Stake was responsible for producing ATL hero campaign films, cut-downs, static and carousel assets for advertising, while also designing the structure for a fully integrated content ecosystem spanning awareness, consideration and action.
“A myth-busting video series, podcast episodes, educational material and microsite content were developed to bolster the funnel and build confidence throughout the change journey.”
The campaign is live across Meta, YouTube, Gumtree and Drive in New South Wales.
“The Switch Is On is a platform that will function to build the cumulative social proof required to change behaviour at scale,” said Stake founder & chief catalyst Matt Thomas.
Credits:
Client team
- Kate Hawke, Head of Brand and Reputation, Ausgrid
- Mary Brookes, Brand and Marketing Manager, Ausgrid
- Lana O'Connor, Brand and Communications Lead, Ausgrid
Agency team
- Matt Thomas, Founder & Chief Catalyst, Stake
- Kate Griffiths, Head of Brand & Change, Stake
- Stuart Nightingale, Creative Director (Freelance)
- Iain MacMillan, Art Director (Freelance)
- Matt Morgan, Senior Designer (Freelance)
- Laura Osborne, Account Director, Stake
Production team
- Ray O'Hare, Lead Creative Producer, Array Productions
- Grantley Smith, Director, Array Productions
