Eastern Energy launches a pounds 1.5 million campaign through Roose
& Partners this weekend aimed at differentiating its offering from the
growing range of UK power companies.
The drive, which lasts for two months, consists of two 30-second TV
spots using graphic images of confusion to represent the state of the
domestic power market. In one, the screen pans through a futuristic maze
of question-marks reminiscent of the movie Tron, as a voiceover points
out the uncertainty surrounding many power companies’ offerings. At this
point, the camera pans out from the maze as the question-marks form
themselves into the figure 2003.
The voiceover then states that, until that date, all Eastern Energy
customers will pay less than British Gas.
A second spot uses a whirling vortex of technical terms associated with
the power industry. This forms into the phrase, ’9 out of 10’. The
voiceover then says that, for many customers, Eastern’s is a cheaper
Eastern Energy has been tipped by experts such as Coopers & Lybrand as
the power company most likely to prosper from deregulation. Roose &
Partners picked up the account in May following a pitch against HHCL &
Partners and the incumbent Barraclough Hall Woolston Gray.
The TV spots will be supported by 48- and six-sheet posters, regional
press and national radio campaigns. The ads were written by Nick
Fordham, art directed by Danny Lloyd and directed by Dylan Kendle for
Pink Productions. Media is by MediaCom TMB.