Using a true-blue battler to breakdown the energy landscape for everyday Aussies.

CLIENTCanstar Blue

Project completed at Canstar Blue

PROBLEMWhile working at Canstar Blue as an SEO Specialist, I came to understand how heavily comparison websites depend on organic traffic from Google. This highlighted the need for an additional strategy to generate awareness for the Canstar Blue brand and drive traffic to the website.

INSIGHTFor the average Aussie, the energy landscape feels complex and overwhelming. So, while Canstar Blue creates excellent educational content, lengthy and jargon-heavy articles are often glazed over, as their content is inherently boring to the layman. To cut through, energy education needed to be simple, relatable and entertaining.

SOLUTION Welcome to the solar panel, ‘Energy Bill’—a charismatic, down-to-earth Aussie who simplifies the confusing energy landscape and keeps it ocker. Donning an Akubra while spurting an unsavoury amount of Australian slang, Energy Bill becomes the friendly face of Canstar Blue’s energy comparison service.

Taking off my SEO slippers, and pulling on my creative New Balances, I helped create this campaign in collaboration with Canstar Blue’s in-house production team. Featuring three 1:30-minute videos starring a beloved Canstar Blue team member as Energy Bill himself, this content was shared across all Canstar Blue’s social media platforms, collectively gaining over 80,000 views on YouTube. The campaign resulted in an increase in website traffic, and the establishment of a memorable and lasting brand mascot for Canstar Blue.