They were a new energy company offering Australians a totally new way to buy power — in an industry used to all energy companies being more or less the same.

To show Australians that we were a new kind of energy company, we also needed our online advertising to feel different to all other energy companies. Working as the creative lead, we developed, produced and tested a suite of DTC campaigns that helped Amber Electric bring down their average cost per lead from over $20, to under $7.