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
The campaign was written by John Townshend, Rapier’s creative director,
and the copywriter, Paul Kendall, and art directed by Roger Pearce and
The television work was directed by John Lloyd through Spectre.