27 September 2022
Local energy retailer ActewAGL has unveiled its new brand positioning, ‘LIVE A Good Life’, in response to the changing role of energy in the local community.
The new positioning evidences the significant transformation of ActewAGL’s business into the leading, innovative provider of sustainable energy solutions to homes and businesses in the ACT and surrounds.
ActewAGL Retail’s General Manager, Rachael Turner, said: “As the leading energy retailer, we are responsible for providing products and services that minimise our impact on the environment and meet the evolving needs of our community. Today, including through our partnership with SolarHub in the new Smart Energy Hub in Mitchell, we have moved beyond electricity and gas to offer a range of solutions to help customers sustainably power their homes, businesses and cars. These new products and services, alongside the renewable and carbon-neutral options we have on offer for all our energy products, are just the beginning. We want our brand to reflect all the good things we offer today and position us for what’s still to come as we transition further towards net zero emissions.”
As part of the brand repositioning, ActewAGL has set ambitious goals to embrace and encourage more sustainable energy solutions in the local community. ActewAGL’s community goals align with the ACT Government’s legislated target to achieve net zero emissions by 2045, including commitments to help the ACT community to achieve 1 in 4 ACT households driving an electric vehicle by 2030 and 30% of homes powered by solar by 2025.
“It is one thing to set these goals, but it is another to ensure they can be practically achieved - which is why we are focused on the products, services and advisory capabilities to transition us all towards a more sustainable energy future," said Ms turner. “Customers have told us through our research panel that they’re seeking assistance to remove the barriers to sustainable energy solutions, including EVs, solar and energy-efficient appliances. We are supporting the transition with impartial advice, information, access to products and innovative low to interest-free finance options.”
The brand repositioning centres around the notion of "living a good life" with an obvious nod to the region with the Canberra Raiders Viking Clap, and picturesque scenery and united locals living a good life in popular cafes and restaurants including Akiba and Silo Bakery - all set to an emotive and inspiring soundtrack.
“Energy in all its forms helps us to live a good life – whether it be comforts such as heating and cooling, transportation, or even the energy we give and receive from each other. We want to bring good energy so we can live a good life and ensure our children and children's children can do the same. Our customers have the ability to shape the future through their choices, and we want to be with them at every step to support those decisions towards a brighter tomorrow," says Turner.
ActewAGL’s new brand positioning launches on September 26.