AGL is one of Australia’s largest and most trusted energy providers, serving millions of customers nationwide with a strong focus on innovation and sustainability. When tasked with refreshing the AGL brand, our agency set out to capture the company’s commitment to a cleaner, more sustainable future for Australia. This led to the creation of the “AGL – Join the Change” movement, a campaign designed to communicate AGL’s pivotal role in the country’s energy transition.
As part of this initiative, we crafted a wide range of assets, including social assets, EDM marketing, display materials, and online and television ads. Each piece of content was developed to engage AGL’s diverse audience and showcase their commitment to a more sustainable future.
The analytics from this rollout show a clear success: AGL’s “Join the Change” message resonated strongly with audiences across Australia. The campaign saw significant growth in reach, impressions, and engagement, demonstrating that AGL’s commitment to sustainability sparked real interest.
The following graphs provide a closer look at the campaign’s performance, highlighting the impressive results and the strong connection it made with the Australian public.
5.0M
Impressions
Predicted 3.0M (+66.7% Increase)
1.50%
Click Through Rate
Predicted 1.00% (+50.0% Increase)
75,000
Total Clicks
Predicted 30,000 (+150% Increase)
Social Assets
At AGL, I had the chance to create impactful social assets—from static images to dynamic animations—reaching millions of viewers. Working closely with AGL and a team of creatives and animators, we turned briefs into engaging visual content.
As the designer behind these social assets, I was responsible for conceptualising and bringing ideas to life. Working with AGL brought unique challenges, especially in areas like home amenities, where legal constraints often shaped our design and promotional strategies.
But these challenges were also opportunities to innovate, finding ways to navigate complex briefs and deliver assets that exceeded expectations. These experiences taught me a lot about creative problem-solving and resilience, shaping my approach to designing content that connects with audiences while meeting regulatory needs.
Digital Out of Home
Digital Out of Home (DOOH) became a key part of AGL's marketing strategy, especially during major quarterly brand rollouts, capturing the attention of millions across Australia. These campaigns appeared in various formats, from billboards and screens to displays in sports stadiums, offering the flexibility to reach audiences through multiple platforms. This dynamic approach showcased AGL's commitment to large-scale audience engagement and reinforced its strong digital presence.
Working closely with the client, marketing agencies, and creative teams, I played a central role in rolling out DOOH campaigns across Australia. Ensuring consistency in branding across different sizes and formats was a challenging yet rewarding task. Through these complexities, I made sure each campaign connected with the audience while staying true to AGL's brand identity. This experience sharpened my skills in creating cohesive, impactful designs, helping to drive the success of AGL's marketing efforts.
Development
Our team created a wide range of assets, working closely with both in-house and client development teams. A major part of our role involved designing hundreds of eDM marketing campaigns for AGL. These eDMs covered various sectors like Gas, Electricity, Telco, Sustainability, AGL branding, and brand partnerships. Each campaign was carefully crafted to resonate with AGL’s 4.3 million customers, strategically showcasing and selling a diverse range of products and services.
There was also a great opportunity to design HTML advertisements for AGL, aimed at promoting a wide array of services and products. As the designer, I worked closely with in-house agency developers to create a range of HTML ads, customised for different formats and sizes. This collaboration ensured that every ad effectively communicated AGL's offerings while keeping the messaging and branding consistent across digital platforms.
