Origin campaign takes a sweet approach
Origin Energy has launched a new campaign which is seeing the energy provider distribute thousands of chocolates in high traffic commuter locations across Sydney, Melbourne, Brisbane, Gold Coast and Adelaide.
The campaign, developed by Clemenger BBDO Melbourne, is built around the idea of “Knowledge is Power” and sees Origin distributing Fantale lollies with quirky facts about an individual or event linked to an interesting energy fact.
“We turned to the creator of the short, entertaining fact – Fantales. We saw a huge opportunity to bring a modern twist to this time honoured Australian tradition, and we have launched 25 lolly-sized Origin Energy Tales featuring interesting and amusing stories and facts about energy,” said Phil Craig, Origin executive general manager.
Clemenger BBDO said the idea for the campaign came from the idea of finding an easy and fun way to share information.
Handing out sugar laden rubbish to an already overweight population?
I suppose we should be grateful they are not boiled lollies.
Speaking as someone with previous experience on this client it is nothing short of a miracle that Clems have got a campaign of this quality over the line. What a great idea, well done.
Sweet idea!
A tale is a story that isn’t true. It’s a fable that is made up. The best examples of tales would be the Disney classics like Beauty and the Beast, Cinderella, and Snow White. They always have a happy ending
The campaign site says ‘Origin Energy Tales’.
A tale is a story that isn’t true. It’s a fable that is made up. The best examples of tales would be the Disney classics like Beauty and the Beast, Cinderella, and Snow White. They always have a happy ending
So if people want to eat lollies and read about ‘tales’ from their current or potential energy supplier – best of luck to them.
Got to love the made up tweets!
Makes me want one – a Fantale that is. Origin – meh, who cares.
Cue complaints from Weight Watchers…
@Super… it takes a lot of ‘made up tweets’ to get a campaign trending on Twitter and that’s what #knowledgeispower is doing right now. Maybe some real people are talking about it too?
Isnt that the idea @Craving? We all love Fantales, Origin is just using the ritual associated with Fantales to get their message heard.
#NOCSG and anti coal campaigners will be on this campaign in a flash.
Got a packet of these chocs this morning at the train station, had no idea what the campaign was about until I read this!
Wow, massive wall of text alert!!! Who would bother reading the message? Just eat the lolly and pollute the streets.
Social integration piece is provided by Aussie start-up Stackla – stackla.com
I saw one of these ads wedged between two stories in today’s Telegraph. I thought it had something to do with one of the articles. I didn’t bother to read it but when I saw the word Origin at the start – and the fact it was in the Tele, the NRL paper – I thought it had something to do with the State of Origin matches coming up. I realised it wasn’t an editorial photo but some sort of ad when I saw it again a few pages later. And no, I still don’t know what they were advertising.
Isn’t this exactly like #thinkingaloud from 2012?
Do you mean this #thinkingaloud campaign?
http://www.thinkingaloud.com.au
I’m struggling to see much similarity?!?