Paramount ANZ Brand Studio Creates A Bespoke Campaign For AGL, Putting The Power Back In The Hands Of Australian Families.
Full-service branded content specialists, Paramount ANZ Brand Studio, have collaborated with AGL, UM and Mediabrands Creative Studios to create three bespoke TVCs activated across 10 and 10 Play for AGL’s ‘Join The Change’ campaign.
Maximising audience reach across all devices, the ‘Join The Change’ TVCs launched during the season premiere of Gogglebox Australia on 10 and 10 Play, starring Gogglebox alumni, the Jackson family.
Featuring unscripted conversations among the Jackson family about ways they could be a more energy efficient home, the TVCs aim to educate homeowners on power usage habits to reduce their carbon footprint and take control of their power bills.
Michael Stanford, Head of Paramount ANZ Brand Studio, said: “We worked with AGL at every stage from ideation and strategy, right through to integration, creative production and activation, all within our premium shows and franchises and across our diverse content ecosystem.
“Unscripted natural conversation was the idea for this campaign, and who better to bring this to life than Gogglebox alumni, the Jacksons. You never know what they might say but you know it is genuine, real, and always relatable. So, once we set the Jacksons off on the topic of power usage, we captured conversations that will really encourage homeowners to rethink their daily routines.”
Jo Egan, Chief Customer Officer, AGL said: “AGL launched our new brand platform in April where we invited everyone to ‘Join The Change’. As the industry changes, AGL is playing a leading role as we implement our new strategy to accelerate the decarbonisation of our customer and generation portfolios.
“One way we are inviting our customers to ‘Join The Change’ is to demonstrate the safe and practical ways they can conserve energy and save on their bills.
“We are excited to be partnering with Network 10’s Gogglebox Australia to help Australians see where they’re using their energy at home and make some changes to save on their bills.”
Camille Eddy, Client Director, UM, said: “This incredible partnership with Network 10 will allow AGL to seamlessly speak to everyday Australians to launch their new brand proposition, ‘Join The Change’ to market.
“The ability to integrate with Gogglebox alumni talent has ensured our messaging not only cuts through but is relatable and provides useful energy saving tips to families in a time when it counts.
“It is a pleasure for UM and Mediabrands Creative Studios (MBCS) to work with Paramount ANZ Brand Studio who provided strategic guidance and expertise every step of the way to ensure this partnership’s success.”
Gogglebox Australia is an Endemol Shine Australia production for Network 10 and FOXTEL.
To learn more about ‘Join The Change’ click here.