Momentum helps Aussies hustle with new campaign

29 January 2019

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Momentum says the new push is more than just an advertising campaign.

Energy provider Momentum is taking the hassle out of shopping for electricity with its new campaign.

Created by independent agency B.B.E, the 'Less hassle. More hustle' brand platform and marketing push includes a series of unbranded out of home ads with 'hassle' written across them.

Starting today, Momentum is rebranding the signs with its new branded 'hustle' look.

There is also features a 30-second TV spot rolling out today. The work highlights the well-known headaches Aussies deal with, such as offshore call centres, poor customer service and confusing discounts and pricing.

Momentum MD Amy Childs says the campaign aims to tackle the frustration around the sector.

“We know energy isn’t working the way it should be,” Childs says.

“Somewhere along the line, this industry lost its way, and the focus moved away from what should always be our number one priority – making energy better for customers.

Head of marketing and communications Naomi Morton says 'less hassle' goes beyond just being an ad.

“This is more than just an advertising campaign. It’s a shift we’re carrying right through the business, from our head office to our locally-operated call centres,” Morton said.

“After analysing calls and our current processes, we knew there was a clear need to make phone enquiries hassle-free.

That’s why we upskilled our entire 1800 HUSTLE call team so they’d feel more equipped to answer customer queries without the need to transfer the call.”

Strategy: Tim Evans

Creative: Simon Robins, Katja Vella, Simon Gross
Producer: George Fowler-Brady, Ebony Bell, Janita Patel
Design: Kristy Buchanan, Jordan Croome, Duc Ho
Development: James Grose, Matty Yeow


Account Director: Ryan Gardiner
Account Executive: Toni Penny

Momentum Energy:

Managing Director: Amy Childs
Head of Marketing and Communications: Naomi Morton
Campaign Manager: Claire McClelland, Margot Ashburner
In-house studio: Kate Lightfoot, Nikki Berto, Alice Kenny


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