“We didn’t want to just tell people to be happy, we wanted the ads themselves to make people feel good.”
Energy retailer Momentum Energy is helping Victorians put the shocker of 2020 behind them with a positive, fun and joyful new campaign.
In a break from same-same energy industry marketing, each part of Momentum‘s Get Happy campaign is designed to buoy Victorians’ spirits as they go about their day.
Bus backs lighten the mood of peak hour traffic, 15-second radio ads give a happy spin to everyday sounds, and a number of special builds offer playful experiences for commuters who can now travel across town on Melbourne’s first sequin-clad “Glam Tram” or pass the time watching a gently bubbling lava lamp in a special fit-out tram shelter
The sixty-second cinema spot feels more music video than energy commercial. Shot in Melbourne’s iconic Regent Theatre, special lighting effects were used to give the historical location an energetic, contemporary vibe. With an original composed track, world-class choreography, and a surreal furry character, the film shows its heroine turning disappointment into a dance-break.
“Even though every energy company sells pretty much the same thing, there’s a huge difference in how a company can make a customer feel about their choice,” said Momentum Energy General Manager Sales and Marketing Naomi Morton.
“We want Victorians to feel good about us. Instead of rational messaging, we’ve taken a more emotional approach. You have to buy power, so why not choose a company that makes you feel happy? We’re 100% Aussie owned and our parent company, Hydro Tasmania, generates more renewable power than any other business in Australia. So our customers can feel good about supporting a renewable energy company and backing Aussie jobs.”
The campaign was developed by Momentum’s in-house creative team, who collaborated with some top Australian talent. Leading typographer Luke Lucas, who has worked with Nike and The New York Times, designed the special furry type for outdoor assets. And Russell Sharp, who created special makeup effects for The Hobbit Trilogy, built the creature costume for the video.
The campaign launches in Victoria across cinema, outdoor, radio, social and digital.
The team
Client: Momentum Energy
Managing Director: Amy Childs
General Manager Sales and Marketing: Naomi Morton
Campaign Manager: Claire McClelland
Marketing Specialist: Meg Goodfellow
Creative Agency: Momentum (in-house)
Creative Directors: Kate Lightfoot & Dave Scott
Copywriter: Nikki Berto
Designer: Alice Kenny
Typographer: Luke Lucas
Production Company: The Pearl Film Company
Executive Producer: Ben Hodson
Producer: Christine Tan
Director: Hamish McGregor
DOP: Sherwin Akbarzadeh
Creature Design: Sharp FX
Choreography: Zoee Marsh
Music: Squeak E Clean
Composer: Jesse Watt
Casting: 2 Divas
Media Agency: Havas Media
Account Director: Zach Johnston
Account Manager: Sarah Cook
Account Executive: Lorena Mascitti
Performance Director: Lesley Kelly
Performance Manager: Tom Feldgen
Senior Programmatic Manager: Eve Ransley
Programmatic Trader: Mathew Lawson
OOH Company: JCDecaux
PR Agency: Truth Agency
