AIS produces Seeboard Energy TV ad as part of retention tactics

Seeboard Energy is launching the second phase of its advertising push to hold on to its customers amid strong competition in the utilities sector.

Archibald Ingall Stretton has created a 60-second TV ad that reveals the source of inspiration for the ideas that the Seeboard staff generate.

It follows the agency's initial work for Seeboard, which broke in December, and posed the question: "where does it all come from?".

The new commercial, supported by two 30-second spots, radio, promotion, press and direct mail, continues the spoof docusoap style of the earlier campaign. It shows Seeboard staff talking about the inspiration behind new services, then a documentary crew touring the head office to discover the source of a bright blue glow.

Seeboard's activity is focused on making its existing two million customers in the south east of England aware of its product innovation and its staff's enthusiasm.

The ads will air across the south east from next week.

Nigel Samuels, the sales and marketing director at Seeboard, said: "The 'where does it all come from?' campaign has been a resounding success and has had a really significant impact on customer retention, as well as take-up of a range of new products and services. The next stage aims to increase customer involvement with the brand."

Steve Stretton, a creative partner at AIS, added: "Utilities advertising is traditionally dry but we wanted to give personality to Seeboard. The idea of being energetic and a company full of innovation comes out of Seeboard's ethos."

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