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
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
The ads were written by Neil Chappell and art directed by Phil
Media is by MediaCom. The TV spots were directed by Steve Dell and
produced by Bullet. The posters were photographed by Richard Mummery.