t20 > news > Customers switch to Momentum

Customers switch to Momentum

Momentum Energy, a Hydro-Tasmanian business, has been in partnership with the T20 Group for the past five years and during this time has grown to become Australia’s fastest-growing second-tier energy retailer.

The T20 Group’s new integrated advertising campaign for Momentum urges consumers to Try the Switch. Led by TV, the commercials highlight people experiencing a range of irritating lifestyle situations.

Their frustrations are eased the moment they try the switch to Momentum. Eye-catching billboards also reinforce the Try the Switch message.

Says Natalie Davies, Momentum’s National Marketing Manager: “We’re very excited about this campaign and want to tell people that what they want may be right in front of them. All you have to do is try the switch.

“We have an established relationship with the T20 Group who immediately understood our brief. The result is a humorous campaign that also empathises with consumers and positions Momentum differently to other retailers.”

Confusing energy options frequently make consumers feel disempowered and differentiation is a challenge. However, the Momentum call to action is simplified by a dedicated 1800 SWITCH telephone number, increasing ease of access.

“This was a real team effort”, said T20’s Joint Creative Directors, Andrew Panozzo and Matthew Ellis. “Few campaigns run so smoothly and are so enjoyable and satisfying to work on.”

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