Yorkshire Electricity ads build presence

Yorkshire Electricity is building on its positioning as a modern energy company with an integrated campaign through Rapier.

Yorkshire Electricity is building on its positioning as a modern

energy company with an integrated campaign through Rapier.



The retention campaign kicks off on 20 May with a TV spot entitled

’butler’.



Promoting electricity value - the key theme throughout the campaign - it

shows a dinner party guest at a huge country pile being led by the

butler on a never-ending trip to the toilet. As the pair walk through

huge room after huge room, turning on elaborate chandeliers, a voiceover

explains that no matter how much electricity you need, Yorkshire

Electricity has been bringing down prices for seven years. In the end

the fruitless search leads the pair to a broom cupboard.



A second ad, ’petal’, which breaks on 1 June, demonstrates the steps

Yorkshire Electricity has taken to make its customers feel secure,

explaining the scheme by which engineers use a password when making

calls so that its customers can identify them.



Another strand of the campaign aims to promote Yorkshire Electricity’s

gas service, targeting British Gas customers who already buy their

electricity from Yorkshire. Posters are supported by tactical direct

mail.



Chris Brocklehurst, the project manager at Yorkshire Electricity,

explained: ’Ultimately we are broadly positioning Yorkshire Electricity

as a modern energy provider. The natural starting point is to promote

value with our 1.8 million exist-ing customers, which makes us the

largest provider in the region.’



The ads were written by the creative director, John Townshend, art

directed by Rapier’s deputy creative director, Roger Pearce, and

directed by David Lodge through Outsider.



Media planning and buying is through New PHD.



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