Eastern Energy reveals pounds 1.5m campaign

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.

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

offer.



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.