B2B Campaign Concept
Origin Energy · Commercial Solar Division
Commercial solar is a hard sell. Businesses know it makes sense but keep it on the list. This campaign is built around a closing rebate window and rising energy costs, with messaging aimed at the people who sign off on capital decisions, not general consumers.
Client
Origin Energy
Type
B2B Campaign Concept
Formats
Print · Press · Digital · OOH
01
Hero Print
A2 Portrait · Campaign Anchor
The campaign anchor. Photography at the top, industrial and real, then gives way to the pitch. Stats are chosen to address the three questions any decision-maker asks before picking up the phone.
Origin Energy · Commercial Solar
43%
avg energy cost
reduction
<4yr
typical
payback period
1,200+
businesses
already shifted
02
Trade Press Ad
AFR / Industry Print · Full Page
Built for AFR and industry publications. The left stacks four facts the reader already half-knows. The right gives them the out: 1,200 businesses have already done this, here is where to start.
Origin Energy · Commercial Solar
We've helped 1,200+ Australian businesses make the shift to commercial solar. The average payback period is now under 4 years — and every year you wait, that window gets shorter.
Book a free site assessment →03
LinkedIn Sponsored Post
1.91:1 · Targeted at Finance & Operations roles
Targeted by role on LinkedIn, finance and operations titles. The single stat on the right stops the scroll. "4yr" is specific enough to feel real and surprising enough to earn a click.
Origin Energy · Commercial Solar
Most mid-size businesses don't realise they're less than 4 years away from energy independence. We've run the numbers on over 1,200 sites across Australia.
4yr
avg payback
Based on 1,200+
commercial installs
04
OOH Transit Panel
Roadside / Station · 16:5
Placed in commercial and industrial precincts. Purely typographic, no data, no persuasion. Just the line. The orange does the brand work.
SHIFT
origin.com.au/commercial
Origin
Energy
Commercial
Solar
→
Campaign
Rationale
Generate commercial solar enquiries from mid-size Australian businesses. Most already know solar is worth it but keep deprioritising it. The campaign needed to make waiting feel like the riskier option.
Trade press and OOH reach the audience in professional contexts. LinkedIn targets by job title, finance and operations. Together they build frequency across the channels that actually get in front of the right people.
Origin's orange anchors the brand without copying their consumer campaigns. Dark backgrounds position the division as business-grade. Every piece leads with a number because commercial decisions need to be justified on paper, not just felt.