New brand campaign for Innovate Energy, an electrical trade business on the south coast of NSW.
The Challenge
Innovate Energy is a leading South Coast provider of solar, battery storage, air-conditioning, hot water, and general electrical services. Although well-known within the residential and commercial sector, they wanted to increase their brand presence across the Shoalhaven and Illawarra regions to create a clear differentiation from the larger national energy companies beginning to enter the local market.
The Marketing Clan was engaged to develop a brand campaign that would both elevate visibility of the Innovate Energy brand and build confidence with an audience of energy conscious homeowners. Faced with rising energy bills and more choices of ways to heat, cool and power their homes than ever before, the options were overwhelming—everyone seemed to be ‘selling solar’, yet few businesses were providing clarity.
Innovate Energy didn’t just want to talk about products. They wanted to bring more personality to their brand and their offering. They wanted homeowners to understand that when they engaged Innovate Energy, they were choosing an energy partner who handled the entire process, from quote to installation – with a clear understanding of who they were.
The Strategy
Our research revealed a common pattern. Not all homeowners need—or want—detailed education about kilowatt hours, battery storage or grid inverters. Most simply want someone who they can trust to give them honest guidance and ensure they’re investing in the right energy solution for their home and one that gives them complete confidence. This shaped the creation of a new brand positioning, Energy ENpowerment, which directly supported Innovate Energy’s established tagline: “We take care of everything.”
The strategy reframed the purchase decision from technical to emotional. Rather than forcing homeowners to learn a new language in technical jargon, we emphasised that Innovate Energy keeps things simple.
The Creative
Bringing the strategy to life, the creative idea was built upon a powerfully simple truth—you don’t need to be an ‘expert’ to choose the right energy solutions for the home, you just need to know one. To enhance the creative further, we recruited ‘Dippy’ a Labrador to enhance the tension of our hero couple’s decision-making process. It was also important to ensure we had authenticity by using real Innovate Energy team members to convey their personalities and approachability—a genuine portrayal of a local business helping local people feel confident about their decisions.
The campaign launched on WIN Television across the regional South Coast market and rolled out across Meta (paid and organic), supported by short-form digital edits, stills and ongoing educational content. The campaign demonstrated true local collaboration. Paradise Pet Parks, another Marketing Clan client, managed Dippy’s on-set handling and training. Production was led by Mane Collective, our film production partner on the South Coast. The result is an endearing commercial that looks and feels national, yet is grounded in regional authenticity.
The Results
The new brand campaign has recently launched across broadcast and digital channels. Innovate Energy now has a distinctive creative platform that further positions them as the trusted local energy experts, not just another solar provider.
If your business wants brand strategy, creative execution and production delivered locally that’s driven by insight, not guesswork, let’s talk.
