Yorkshire Electricity is building on its positioning as a modern
energy company with an integrated campaign through Rapier.
The retention campaign kicks off on 20 May with a TV spot entitled
Promoting electricity value - the key theme throughout the campaign - it
shows a dinner party guest at a huge country pile being led by the
butler on a never-ending trip to the toilet. As the pair walk through
huge room after huge room, turning on elaborate chandeliers, a voiceover
explains that no matter how much electricity you need, Yorkshire
Electricity has been bringing down prices for seven years. In the end
the fruitless search leads the pair to a broom cupboard.
A second ad, ’petal’, which breaks on 1 June, demonstrates the steps
Yorkshire Electricity has taken to make its customers feel secure,
explaining the scheme by which engineers use a password when making
calls so that its customers can identify them.
Another strand of the campaign aims to promote Yorkshire Electricity’s
gas service, targeting British Gas customers who already buy their
electricity from Yorkshire. Posters are supported by tactical direct
Chris Brocklehurst, the project manager at Yorkshire Electricity,
explained: ’Ultimately we are broadly positioning Yorkshire Electricity
as a modern energy provider. The natural starting point is to promote
value with our 1.8 million exist-ing customers, which makes us the
largest provider in the region.’
The ads were written by the creative director, John Townshend, art
directed by Rapier’s deputy creative director, Roger Pearce, and
directed by David Lodge through Outsider.
Media planning and buying is through New PHD.