AUSNET
Leadingthroughcrisis
In February 2024, AusNet’s infrastructure network collapsed after suffering extreme weather conditions, leaving 250,000 Victorian homes affected. Devastating rural and regional communities. And after a successful brand campaign months prior, it was also terrible timing for the business.
The
BRIEF
We needed a creative solution that allowed Ausnet to communicate to affected communities, offering help, support and up to date news on the problems. Information needed to be delivered at high speed, while being empathetic and showing humanity to those in crisis.
The
IDEA
We proactively created a dynamic crisis communications campaign. Which included 6 key event triggers, with 20 messaging versions depending on location, situation, and audience. So, the right message went to the right people when they needed it. Initial comms were developed in 24hrs, and the campaign was integrated with media, looking at Local Area Marketing, customer data and focusing transparency.
The
RESULTS
24HR
turnaround to market after comms identified.
2,718
postcode tailored communications.
The
IDEA
We proactively created a dynamic crisis communications campaign. Which included 6 key event triggers, with 20 messaging versions depending on location, situation, and audience. So, the right message went to the right people when they needed it. Initial comms were developed in 24hrs, and the campaign was integrated with media, looking at Local Area Marketing, customer data and focusing transparency.
The
RESULTS
24HR
turnaround to market after comms identified.
2,718
postcode tailored communications.
