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| By Nick Bayes Launch

The Brand Agency launches new campaign for Kleenheat

This weekend saw the launch of the next iteration of Kleenheat’s less talk, more energy campaign, following on from the first installment, Kleenheat’s most successful winter campaign ever.

Designed to get people to switch to Kleenheat the campaign features a new offer and continues to position the brand as the easy to deal with, more honest alternative to your current supplier. Featuring the character ‘Rodney’, who over complicates everything, he is juxtaposed by the new Kleenheat spokesperson who simplifies his rambles, telling it like it is.

The campaign runs through TV, with specific video executions for YouTube and social media, outdoor, press, digital and radio.

Kleenheat General Manager, Mark Gadsby, said: “Four years ago we entered the market and the support from our customers has been amazing. We want to continue to give value and pass savings onto them so from this month we’re increasing our ongoing discount to the regulated tariff for gas usage charges to 20 per cent*. This new phase of the campaign delivers the 20 per cent discount message in an engaging and entertaining way that builds our brand. The campaign platform The Brand Agency created for us last year has differentiated us greatly in the market and it will continue to do so in 2017.”  

Nick Bayes, General Manager at The Brand Agency added, “This campaign continues to evolve, the characters are developing brilliantly, positioning Kleenheat strongly in the market. We’ve also introduced a new spokesperson that gives us even more stand-out in the category.”

* 20% off gas usage charges on Kleenheat’s Monthly Smart Saver product.

Client: Sasha Anderson, Debra Ch’ng and Lana Roberts

Creative: Steve Straw and Nathan Teoh

Agency Producer: Belinda de Corti

Strategy: Vanessa Bush

Account Management: Carolyn Mooney, Ashley Allen and Kirsty Gaitens

Media: Angela Naaykens and Mel Harrison 

Production Company: Open Spaces

Producer: Beatrice Masia

Director: Simon Levene

Original article posted on Campaign Brief 20/2/2017

Tagged as:

  • Strategy
  • Creative
  • Branding
  • TV
  • Radio
  • Print
  • Outdoor and Ambient
  • Social Media



Nick Bayes | General Manager

Nick has over 20 years’ experience managing complex international brands in London, Sydney and Perth. He started his career at a London PR agency, before entering the world of direct marketing and then advertising. This wide-ranging experience gives him an intuitive approach to communications and has made him a champion of the integrated agency model. After eleven years at The Brand Agency, the start of 2016 saw him become General Manager of the Perth office. 

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