DIRECT NEWS: Yorkshire Electricity ads aim to build brand loyalty

Yorkshire Electricity is to defend its customer base in the face of deregulation with a TV, press, poster and radio campaign from the through-the-line agency, Rapier.

Yorkshire Electricity is to defend its customer base in the face of

deregulation with a TV, press, poster and radio campaign from the

through-the-line agency, Rapier.



The campaign is intended to build loyalty to the brand by making

existing customers aware of the excellent value of the gas or

electricity they get from Yorkshire Electricity. The campaign will roll

out across the country once the immediate frenzy surrounding

deregulation has died down.



Four TV spots and two radio ads show the extreme lengths to which people

will go to get gas or electricity from Yorkshire. In one, a man shows

off his garden, which is beautifully lit up at night using electricity

that has come all the way from Yorkshire - thanks to a special cable he

has laid along the motorway.



In another spot, a train pulls into a Yorkshire station and hundreds of

passengers disembark, all scantily clad in their underwear and all

carrying laundry baskets. The endline is: ’Yorkshire - a great place to

wash your smalls.’



John Over, the trading and marketing director at Yorkshire Electricity,

said: ’Rapier has really captured the essence of modern Yorkshire and we

believe the campaign will be very effective in building brand

loyalty.’



The campaign was written by John Townshend, Rapier’s creative director,

and the copywriter, Paul Kendall, and art directed by Roger Pearce and

Kevin Bratley.



The television work was directed by John Lloyd through Spectre.



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