Roose highlights TXU staff's helpfulness in debut work

The American-owned energy company TXU Europe is trumpeting its high

standards of customer service in the launch campaign for its new gas and

electricity brand, TXU Energi.

Two 30-second TV ads through Roose & Partners illustrate the

pathological helpfulness of TXU staff through the aid they offer to

complete strangers outside the workplace. The ads, which use the endline

"TXU Energi: Electricity, gas ... and extraordinary service", follow a

teaser press campaign criticising the customer service failings of its

rival, British Gas.

In the first ad, a woman answers her mobile phone to a caller with the

wrong number, tracks down the call's intended recipient and hands the

mobile to him. A second spot features a shopper stopping to draw an

incredibly detailed map for a lost couple - and offering them money if

they don't find their destination.

TXU Energi was formed by the merger of Eastern Energy and Norweb Energi

last month. TXU has pushed staff through an intense retraining

programme.

It also offers customer credits if staff fail to solve problems.

The TV campaign is backed by twin press and poster executions focusing

on two individuals working in the customer service department. The

poster campaign will run across 48-sheets as well as bus-sides and

rears.

The ads were written by Neil Chappell and art directed by Phil

Gooch.

Media is by MediaCom. The TV spots were directed by Steve Dell and

produced by Bullet. The posters were photographed by Richard Mummery.