Page 84 - AdNews magazine Mar-Apr-May 2023

MARKETING TEAM OF THE YEAR WINNER
SPONSORED BY NOVA ENTERTAINMENT
I
Marketing Team of the Year Award for its ‘Where All Good Change Starts’ brand platform.
The judges said: “In a cate- gory where it’s hard to move the needle, Origin’s team have built an intrinsic brand platform to drive change.”
In the uneven months of 2020 to 2022, it was clear to the Origin Energy Marketing team that Australians were craving some- thing. Hope.
Evolving the brand
Australians to make positive change. The new Origin brand platform design approach created cut- throughinablandseaofsameness in the category – using a mixed media and design allowed for the work to be distinct, build cumula- tively and allow the brand to engage with playfulness and flex- ibility. ‘Where All Good Change
Origin Energy
ntegrated power company
Origin Energy has won The
Having taken a good hard look at their brand and the whole energy category – they knew their brand needed to show up differ- ently in people’s lives. Not only were Australians fatigued, but they had very low interest in energy companies.
The industry was just a sea of sameness – unloved, misunder- stood and commoditised.
The Origin brand had to evolve to connect with how people were feeling, in a way that would elevate Origin – and importantly reverse the slow decline in brand consid- eration that they had been experi- encing for some time.
With boldness. Action. Optimism. Ambition. Together with M&C Saatchi – a new brand platform ‘Where All Good Change Starts’ was created. With a uni- fied determination to deliver on this promise and invite
Koala Furniture
Koala and politicians
“At Koala, all our marketing
efforts are driving towards three objectives: grow Koala sustainably; convince more people to buy
a mattress online from Koala; become known as the better way to buy furniture – easier, better value and sustainable.
To get there we focus on product growth (maximising existing winners and launching new ones) and proposition growth (new marketplaces, evolved service model and price optimisation) and a best-in-market tech and service model.”
MARKETING TEAM OF THE YEAR FINALISTS