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
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
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.