Saatchis unveils pounds 7m PowerGen blitz

PowerGen has launched a pounds 7 million advertising campaign through Saatchi & Saatchi to position itself as a desirable commodity as the industry gears up for deregulation later this year. It claims to be the first electricity company to take an fmcg approach to its marketing strategy.

PowerGen has launched a pounds 7 million advertising campaign

through Saatchi & Saatchi to position itself as a desirable commodity as

the industry gears up for deregulation later this year. It claims to be

the first electricity company to take an fmcg approach to its marketing

strategy.



Press ads which broke this week are designed to make the product more

tangible to consumers. One execution shows PowerGen electricity in boxes

in a shopping basket with the headline: ’If only our product wasn’t

invisible ... it would be visible in the homes of 12 million people.’

The campaign endline reads: ’The power behind power.’



The press ads are accompanied by a 60-second television commercial which

will run from mid-February. This takes viewers into a world where

supermarkets and corner shops are stocked with electricity sold like

soap powder or cornflakes and hospital equipment is plugged into boxes

labelled electricity.



Written by John Pallant and art directed by Matt Ryan, the commercial

was directed by Vaughan Arnell through Godman.



The advertising will carry details of a customer information line

detailing the increased choice of electricity suppliers. According to a

MORI research study conducted for PowerGen in October 1997, only one in

three customers were aware of the changes due to take place in the

electricity supply market later this year.



PowerGen, which was formed when the electricity generation industry was

privatised in 1991, is the market leader in both the industrial and

commercial electricity sectors. It aims, through this and later

campaigns, to build on its business customer base.



The PowerGen group managing director, Deryk King, commented:

’Electricity is entering a new era and we anticipate major change in the

market. Research shows that PowerGen is the strongest brand in the

electricity sector. We’re building on this asset.’



The advertising forms part of a two-year communications programme to

explain deregulation to consumers and businesses which will include

sponsorship and a public relations offensive. Media is being handled by

Zenith. The brand will continue to sponsor ITV’s weather bulletins as a

core part of the campaign.



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