When you are the Australian energy company that wants to make energy more affordable for every home, it’s all about backing the home team – and that’s what we did with our Australian cricket team.

The Brief

In 2018, Australian energy company and iconic Western Australian brand, Alinta Energy, wanted to bring its mission of making energy more affordable to Australians everywhere. The problem it faced was that very few energy customers outside of Western Australia were aware of Alinta Energy’s fantastic energy deals. Alinta Energy turned to long-time creative partner Bastion to improve brand recognition, drive brand consideration, and above all, make its mission a reality.

Our Response

In response to this task, informed by consumer research we commissioned, we developed a strategic idea that defined Alinta Energy’s mission to make energy more affordable to all aspects of the home so our customers could enjoy what matters to them without worry. Our ‘own the home’ idea was designed to make customers to feel like Alinta Energy had their backs at every turn, just like a family would.

When Alinta Energy announced that they had secured a partnership with Cricket Australia in 2018, we recognised a strategic opportunity to bring the idea of “owning the home” to millions of Australians.

We saw a natural connection between the passion Alinta Energy has for supporting its customers at home and the passion cricket fans have for supporting the Australian home cricket team. From this thought, we developed the “Supporting Your Home Team” campaign, which would introduce millions of cricket fans to Alinta Energy’s straight-talking personality, while also showing them how to get great home energy deals.

In partnership with Cricket Australia, we enlisted the help of cricketers Mitchell Starc, Aaron Finch, Tim Paine, Steve Smith, Nathan Lyon, and Pat Cummins to star in a series of four executions which showed them enjoying time together at home. We played on their natural laidback personalities to create a quirky campaign that jumped off screens around the country and brought Alinta Energy into cricket lovers’ homes.

Following the success of the “Supporting Your Home Team” campaign in its first year, it returned in 2019 to make Australian cricket fans laugh again – and consider switching to Alinta Energy.

This time around, Alinta Energy had a range of unbeatable energy deals which also gave new customers access to 12 months of Kayo – Australia’s premier sports streaming service.

Alinta Energy’s partnership with Kayo brought our strategic idea of “owning the home” to life by making entertainment cheaper in homes around the country while giving cricketing fans more of what they love.

In 2020, the “Supporting Your Home Team” campaign entered its third year, where it shifted to a strong focus on affordability as Australians struggled through the COVID-19 pandemic. We wanted our customers to know that Alinta Energy always had their back, even in tough times.

The Results

As the “Supporting Your Home Team” campaign approaches its fourth year in market, it’s exceeded all campaign objectives. Metrix research from December 2020 shows that, to-date, 2 in 5 QLD households have seen the Alinta Energy “Supporting Your Home Team” campaign, with a further 1 in 4 NSW and VIC households having seen it. On average, Australian consumers prompted with the campaign report a 10% increased consideration to select Alinta Energy as their energy provider (from 17% to 27%) and an 11% increased perception that Alinta Energy has good deals (from 11% to 22%).