Synergy’s ongoing transformation in the market didn’t start with an ad campaign. In fact, it started at the very beginning – with a question of ‘Why does Synergy exist?’
SYNERGY Motivating Business Idea
From State Utlity to the Leader of WA's Energy Future
Client
- Synergy
Office
- Perth
Synergy activated its purspoe to disrupt itself years before mandated change came WA's way. It reimagined its role in Australia’s energy system, protecting itself and its employees from the energy transition by leading it.
Barry Walker
Managing Partner, Perth
Get people to choose Synergy, even when they have no choice. (Redefine the relationship between a government utility monopoly and a sceptical, cost-driven, energy consumer.) Silent and invisible, Synergy was struggling to gain the confidence of a captive Western Australian consumer base. Considered the problem that others would solve for, people looked upon Syenrgy as a Governemnt biller - with little knowledge as to what Synergy actually did, how it worked, and what its government mandate really meant.
As with all Purpose projects, a deep and profound articulation of Synergy’s role and future aspirations for the company, and for the state, came from within the company iteslf. With years of energy expertise and discreet Western Australian knowledge, the people within Synergy knew where the state had been and, more importantly, where it needed to go to meet the national mandates that the energy transition would bring in the years ahead.
"Leading Western Australians to their intelligent energy future."
Syenrgy would assume its role as a leader of WA's energy transition. It would prove its value to its customers by raising people's energy knowledge and literacy, and developing cusomer solutions to bill hardship with customers. It would rethink its business model, and begin innovating new products and services geared around preparing customers for the changes that lay ahead.
Surfaced in 2014, Syenrgy's purpose has helped it transition WA from a supply-and-demand framework into a future-ready energy system shaped by new and emerging technologies that are redefining how WA's energy is produced, used, shared, stored, and traded. And it has given life to multiple progressive brand camapigns.
By facilitating people’s adoption of technology and fostering their ability to adapt with a changing energy landscape, Syenrgy has succeeded in placing its customers at the heart of a networked energy system. It has changed the way people percive Syenrgy along the way, achieving a sustained +10% brand health compared with pre purpose metrics, and it has been recognised as Australia's most trusted energy brand by Roy Morgan, in 2023.
Please provide your contact information to continue.
Related Content
