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AGL Solar

How do we make solar energy more attractive to Aussies across the country? There’s not a lot you can get for $0. Even water comes with a price tag. But at AGL, you can get solar installed for $0. Yes, zero dollars!

agl mobile

The Problem

The process of going solar is complex and riddled with jargon… And our biggest competitor – Origin – was aggressive, across TV, print, outdoor, display, social and cinema, outspending us by 300%.

AGL 0 Macbook

The Solution

With so much going on, we didn’t want to add to the confusion. So to demonstrate AGLs’ offering, we created a new denomination of currency – the AGL solar $0 note – to show how little it costs to go solar.

AGL Mockup Morescreen

Our Approach

To challenge preconceptions about the upfront costs required to install solar, we took $0 to the streets in an undercover experiment to see exactly what we could get. From bakeries to aquariums, it seemed not everyone was ready to accept $0.

The integrated campaign included product, film and editorial content. The distribution strategy made the most of the noise our competitors were making on expensive channels, while we bought 100% of search impressions. Our traffic doubled overnight.

We developed long form editorial our audience would actually be interested in, to complement the video series. We used this to retarget meaningfully instead of relying on banner ads that interrupted people’s newsfeeds.

AGL Mockup Morescreen2

Customer Reaction

In the first weeks of the campaign, we doubled the average weekly total of leads and within two weeks, over half a million people had watched the films.

Our cost-per-lead plummeted by 77% and all our metrics exploded.

But most significantly our ecosystem generated enough brand awareness that our organic search volume overtook Origin and True Value for the first time.

Project Outcomes


AGL Solar


Website Design & Development, Online Advertising

AGL has been powering Australia for over 175 years, providing gas, electricity and solar to more than 3.7 million customers. They’re committed to delivering new, innovative and integrated solutions to meet the changing needs of Australians in an ever-changing energy environment. 

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