Gas supplier unveils work from BST-BDDP

By MAIRI CLARK, campaignlive.co.uk, Friday, 21 February 1997 12:00AM

BST-BDDP this week launches its advertising campaign for Sterling Gas, the new domestic gas brand from East Midlands Electricity.

BST-BDDP this week launches its advertising campaign for Sterling

Gas, the new domestic gas brand from East Midlands Electricity.



A TV spot, which breaks this Thursday in the Meridian region, will be

followed by press advertising and a direct marketing push at the

beginning of March.



Sterling Gas will be one of 16 companies competing for a share of the

Kent and Sussex gas markets as a result of de-regulation, which comes

into effect on 7 March.



The ad opens on a shot of a beach where the viewer can see thousands of

heads moving in the sand, each talking in confusion over one

another.



It starts to rain, and all but three heads are washed away. In turn, the

three heads say ’clear’, ’uncluttered’ and ’simple’. They are then shown

immersed in water and ignite to form three coals, the logo of Sterling

Gas.



The ad was created by Tom Hudson, BST’s creative director, and directed

by Graham Fink via the Paul Weiland Film Company.



For the first week, the commercial will be shown during every hour of

peaktime TV in the Meridian region. This Saturday, it will run during

every hour from lunchtime.



The print work will concentrate on building a brand image and points out

the individual benefits of Sterling Gas.



Below-the-line work will be devised by Tequila and will be integrated

with the TV and print campaigns. Media buying is through Booth Lockett

Makin.



Nick Kerr, the managing director of BST, said: ’Sterling Gas is about

making things easy for the consumer. The whole market is confusing and

cluttered. There are many companies out there and we are acknowledging

the competition.’



Digital Marketing Communications has created a Website that incorporates

a calculation tool to enable consumers to work out the savings they

could make by switching from British Gas to Sterling.



This article was first published on campaignlive.co.uk

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