'Disruptive' new energy brand readies for marketing push

Rachael Micallef
By Rachael Micallef | 21 January 2016
Image from Mojo Power's Instagram

New Australian energy provider, Mojo Power, is billing itself as a disruptor to the energy sector, and now the brand is on the hunt for a creative agency to take that message to market.

The company received its authorisation from the Australian Energy Regulator in September, and is bracing itself to ramp up its marketing in March.

It goes up against the likes of big energy players such as AGL, Energy Australia and Origin Energy, but touts its point of difference as its real time energy tracker.

Mojo Power chief marketing officer, Mark Khademi tells AdNews the brand's creative is currently out to pitch,and it will be looking to appoint within weeks.

Khademi says given the levels of mistrust customers have historically had with energy providers, its launch campaign will be looking to cut through that barrier.

“Our offer is quite disruptive, so we have reflected that in our brand,” Khademi says.

“There is already a lot of customer confusion in our industry, and it is a category with notoriously low engagement levels.

“Our marketing challenge is to get people to think about their energy supply and then educate them about the benefits of our new model, including potentially significant cost savings.”

Mojo's core point of difference in the market is the way that it prices. Instead of adding a margin to units of energy sold, Mojo customers choose a flat subscription rate.

In addition, customers are given their own “smart meter” to enable them to track energy usage in real-time.

For this reason, Khademi says the pricing offer is likely to target bigger household and family homes.

“Our pricing offer is more attractive for larger users of electricity,” Khademi says.

“These tend to be larger family homes with kids. Where these homes are differs dramatically from suburb to suburb, so our marketing will have a strong localised element to it.”

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