ActewAGL shifts the energy conversation to trust and authenticity

In an industry dominated by price wars and sameness, ActewAGL is steering the conversation toward something far more enduring - trust, authenticity and local relevance.

That’s the driving idea behind its new brand platform The Energy for Around Here, developed with AFFINITY, which reframes the Canberra-based retailer’s role from energy supplier to community partner. The campaign celebrates the people, places and small businesses that define the ACT and southeast NSW - and the energy that powers their everyday moments.

“The energy category can often feel the same, driven largely by price, but competing on price alone is a race to the bottom,” Rachael Turner, general manager retail at ActewAGL, told Marketing-Interactice.

“The driving force behind this campaign was to strengthen our brand and build loyalty. By shifting the conversation to trust, authenticity, and local relevance, we tap into a sense of community and a genuine understanding of the people we serve.”

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The campaign, which spans TV, radio, social, digital and out-of-home, marks a clear evolution for the brand. Filmed across nine regional locations and 2,000 kilometres, it features real locals - from the Oyster Shed in Batemans Bay to dairy producers, winemakers and small businesses - each representing the human energy of the region.

Turner said the platform is designed to redefine how ActewAGL shows up in market. “Creatively, this campaign marks a consolidation of the ActewAGL brand into a clear strategic platform and expression - a rallying cry for the business,” she said. “Moving forward, it will shape marketing, help guide decisions across the company, and ensure everything reflects the duality of ‘the energy for around here’ - both in terms of the product we provide and the way a true local behaves.”

That local focus is central to AFFINITY’s creative strategy. “We wanted to move away from looking like every other utility company and instead lean into what truly sets ActewAGL apart, their long-standing commitment to the communities they and their predecessors have served,” Matt Batten, executive creative director at AFFINITY, said.

“This campaign is about celebrating the people and places that make life’s moments happen, with ActewAGL providing the energy to power them.”

Legacy and longevity

While the work feels grounded in storytelling, it’s also about long-term brand architecture. AFFINITY has developed a suite of distinctive assets - from voice and visual cues to sonic branding - built to last. “It was critical for AFFINITY to develop assets that can stand the test of time and be a legacy for generations to come,” Batten said.

The repositioning builds on ActewAGL’s long community heritage, from powering the Canberra Raiders to supporting local businesses and sustainability initiatives. Turner said the brand’s next century will be guided by the same principle that shaped its first: being there for the people “around here.”

“By anchoring our story in local connection, we’re not just talking about energy - we’re talking about what keeps this region alive,” she said.