Page 85 - AdNews magazine Mar-Apr-May 2023

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Starts’ was deployed multiple times in 2021 and 2022.
Post initial brand launch, Origin leveraged the strength of the platform to promote Internet, Solar, Origin Everyday Rewards, Moving as well as demonstrate the benefits of Clean Hydrogen and Origin Loop Virtual Power plants.
All delivered nationally across
a range of paid channels (TV, OOH, OV, radio and social) and across all owned channels. It was deployed at both brand ‘feel’ and ‘think’ consideration channels, and f lowed through their ‘always on’ acquisition program to drive con- versions and the customer rela- tionship programs.
“The brand platform has also
been integrated into our sponsor- ships platform. ‘The Good Change Club’ is an initiative built on the ambition of good change and captained by leaders in sport. To educate, inspire and incentivise sports fans to make small acts of good change that collectively make a big differ- ence, a joint commitment towards
a cleaner and brighter future.” “As a result, people are now recognising Origin as a brand that drives positive change and has something interesting to say, in an interesting way. And this is just
the beginning.”
Origin also used the platform to
demonstrate Clean Hydrogen and Origin Loop Virtual Power.
Off the back of one of the largest mergers in the category – Queensland-based Sunsuper and QSuper – AustralianSuper saw
a chance to drive consideration for the brand in the high-value Queensland marketplace. The resulting campaign highlighted
AustralianSuper’s strong investment footprint in QLD, positioning as the stable and trustworthy fund that’s invested in the Sunshine State for the long-term. “AustralianSuper’s member-first ethos is the Fund’s unequivocal north star.”
“The biggest opportunities
can come from the biggest challenges." The team grew to 20 from four; actively fostered culture through formalised collaboration; upskilled with ongoing training; empowered the team with clear R&Rs, lines-of-reporting and
the right balance of autonomy
and support; and restructured agency-village model and ways- of-working. “Within a year, we’d rebuilt the highest-performing and engaged marketing team across Uber’s global network, supported by a best-in-class agency village.”
Australian Super
Uber