| Title | ORIGIN SUSTAINABILITY DRIVE |
| Brand | ORIGIN ENERGY |
| Product / Service | SUSTAINABLE ENERGY |
| Category | B03. Consumer Services |
| Entrant | DDB GROUP MELBOURNE, AUSTRALIA |
| Entrant Company: | DDB GROUP MELBOURNE, AUSTRALIA |
| DM/Advertising Agency: | DDB GROUP MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Grant Rutherford | Ddb Group Melbourne | Executive Creative Director |
| Brendon Guthrie | Ddb Group Melbourne | Group Creative Director |
| Tim Holmes | Ddb Group Melbourne | Group Creative Director |
| Brendon Guthrie/Andy Segal/Pat Lennox | Ddb Group Melbourne | Copywriters |
| Tim Holmes/Dale Mcguiness/Ben Green | Ddb Group Melbourne | Art Directors |
| Janine Wertheim/Carol Sinclair | Ddb Group Melbourne | Agency Producers |
| Nick Cummins | Tribal Ddb Melbourne | Digital Creative Director |
| Daniel Hewitt | Tribal Ddb Melbourne | Technical Director |
| Con Frantzeskos | Tribal Ddb Melbourne | Social Media Strategist |
| Haydn Mccoll - Jones | Tribal Ddb Melbourne | Interactive Producer |
| Jonathan Yuen | Tribal Ddb Melbourne | Digital Head Of Art |
| Ben Lawrence | The Feds | Director |
| Rebecca Bennetts | The Feds | Producer |
| Adam Archer | The Editors | Editor |
| Dylan Stephens | Rick Sound | Sound Design |
| Carlos Alcaides | Ci Studios | Photographer |
| Gavin Mcmillan | Ddb Group Melbourne | Planner |
| Elly Hargreaves | Mango Melbourne | Pr General Manager |
| Lina Cabai | Mango Melbourne | Pr Account Director |
| Felecity Robertson | Mango Melbourne | Pr Account Manager |
Origin’s Challenge So, the challenge for Origin was to help consumers to cut their bills. The only way to do this was to help them to adopt more sustainable energy practices. By using less energy, they would lower their bills. This was the ultimate campaign objective. Of course at first, the concept of an energy company actually helping people to use less of their product was scary. With further analysis though we knew it would be better to keep a customer who used less than lose them all together.
Real change occurred in the way that people perceived the brand. Rather than being a contributor to the problem of rising prices, Origin was changing to be part of the solution. The proportion of households agreeing with the statement that Origin, “Actively helps people use their energy more efficiently” increased from 26% to 31%. Similarly, “A company that demonstrates leadership in the energy market” rose from 26% to 31%. This represented a positive shift in the opinions of 300,000 Australian households towards Origin.
The idea was to create a national competition that would empower everybody to make a difference. It was called Sustainability Drive which launched as a national competition to help Australians become more energy efficient and reduce their utility bills. Up to 80 homes on 4 streets across Australia would be given the chance to share in up to $1 million worth of energy efficient prizes. By giving away free sustainable energy technologies, Origin could bring communities together, get them talking about sustainable energy and show Australians the pathway to lower bills. Origin hoped for 600 nominations, they got 36,576.
Origin changed the paradigm of energy advertising in the Australian market. They turned from being the villain, taking the blame for rising energy prices, to the hero, helping Australian’s change their ways, to lower their bills. - A whopping 36,576 streets were nominated to be winners of Origin's Sustainability Drive. - $6.5m worth of PR and 527 articles were generated. Origin hoped for 600 entries to their competition and instead were flooded with 8,950. The end result was that 480,000 more households now think of Origin first when it comes to energy.