BST-BDDP this week launches its advertising campaign for Sterling
Gas, the new domestic gas brand from East Midlands Electricity.
A TV spot, which breaks this Thursday in the Meridian region, will be
followed by press advertising and a direct marketing push at the
beginning of March.
Sterling Gas will be one of 16 companies competing for a share of the
Kent and Sussex gas markets as a result of de-regulation, which comes
into effect on 7 March.
The ad opens on a shot of a beach where the viewer can see thousands of
heads moving in the sand, each talking in confusion over one
It starts to rain, and all but three heads are washed away. In turn, the
three heads say ’clear’, ’uncluttered’ and ’simple’. They are then shown
immersed in water and ignite to form three coals, the logo of Sterling
The ad was created by Tom Hudson, BST’s creative director, and directed
by Graham Fink via the Paul Weiland Film Company.
For the first week, the commercial will be shown during every hour of
peaktime TV in the Meridian region. This Saturday, it will run during
every hour from lunchtime.
The print work will concentrate on building a brand image and points out
the individual benefits of Sterling Gas.
Below-the-line work will be devised by Tequila and will be integrated
with the TV and print campaigns. Media buying is through Booth Lockett
Nick Kerr, the managing director of BST, said: ’Sterling Gas is about
making things easy for the consumer. The whole market is confusing and
cluttered. There are many companies out there and we are acknowledging
Digital Marketing Communications has created a Website that incorporates
a calculation tool to enable consumers to work out the savings they
could make by switching from British Gas to Sterling.