Kleenheat launches new ‘Let life flow’ campaign with The Brand Agency

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The weekend saw the launch of a new campaign from The Brand Agency for Kleenheat, promoting both its natural gas and LPG products.


Entitled ‘Let life flow’, the campaign was developed to differentiate the brand in an increasingly competitive market. The new work follows the successful ‘Less Talk More Energy’ campaign which helped Kleenheat establish a foothold in the Western Australian natural gas market. The insight behind the new campaign is that every person is unique and enjoys their free time differently. But, they all have one thing in common – they don’t want to spend it thinking about gas. That’s why Kleenheat takes care of all the gas stuff, so you can get on with life.

The concept plays with the idea of flow, using a rhyme and rhythm – demonstrating what you can do with your free time when gas is made easy. The campaign is running across TV, radio, press, digital, outdoor, social media and cinema.

Carolyn Mooney, Business Director at The Brand Agency said, “The natural gas market has changed and so our strategy has as well. To further differentiate the Kleenheat brand in a price driven market we needed to show consumers what else we stand for. But some things haven’t changed, the ‘Karen’ character had become much loved by our consumers so she continues to be a major part of the work”.

Client: Kleenheat
Marketing Manager: Penny Kapinkoff
Campaign Marketing Manager: Debra Ch’ng
Campaign Marketing Coordinator: Lana Roberts

Executive Creative Director: Marcus Tesoriero
Creative Director: Dean Hunt
Head of Art/Art Director: Nathan Teoh
Art Directors: Hayden Griffiths and Neil Martin
Copywriter: Matt Wilson
Strategy: Alison Ray
Business Director: Carolyn Mooney
Senior Account Manager: Gabby Birtles
Account Executive: Alice Birnie
Head of Media and Analytics: Angela Naaykens
Media Planner/Buyer: Mel Harrison
Producer (King Street): Caitlin Baird

Production Company: Eight
Director: Jamie Lawrence
Executive Producer: Lib Kelly
Producer: Nick Kelly
DOP: Duncan Cole
Offline Editor: Jamie Lawrence
Online Editor: Caleb De Leon
Sound: Soundbyte
Engineers: Brad Habib and Shaun Sandosham