Archibald Ingall Stretton has created an campaign for the utility
company Seeboard to emphasise its range of customer service ideas.
The new ads, "referee", "farm" and "bath", feature Seeboard employees
taking lessons from everyday situations to influence their work.
"Referee" shows a Seeboard employee and part-time football referee
missing decisions in a game because he is talking constantly about his
job at Seeboard. His assistant referee helps him make decisions and he
uses this as inspiration for a new service called "business assist".
The television activity is backed by direct mail and outdoor activity.
The posters use the line: "Ideas that could save you money can strike us
at any time."
Jon Ingall, the managing director of AIS, said: "Seeboard is a very
innovative company but customers see it as old and uninspiring so we
focused on innovation."
The art directors Steve Stretton and John Treacey and the copywriters
Matt Morley-Brown and Dan Colley created the campaign. The ad was
directed by Dave Hartley through Stark. Media for the TV campaign was
planned by Davis Pearson and bought by Media Planning Group. Designate
handled media planning and buying for all outdoor elements.