Rapier is launching an integrated campaign for Yorkshire
Electricity as the utility company repositions itself as a home services
The campaign breaks this Thursday with a TV execution showing in the
Yorkshire region called '21st century life'. It describes how Yorkshire
Electricity can help customers save time and money by offering security,
insurance and other services as well as power.
A second TV spot, called 'fish & chips', focuses on a package called
Energy Talk, that combines energy and gas with a telephone service. The
ad shows a couple investing the money they have saved on an evening of
Champagne and fish and chips.
The TV work is backed by an integrated programme including outdoor,
regional press and a door-drop to every household in Yorkshire. Rapier's
challenge was to position Yorkshire as customer-friendly but capable of
offering a range of services.
Sue Amies-King, the head of sales and marketing at Yorkshire
Electricity, said: 'The new work positions us as a home services
company, moving from energy products to a home services provider.'
The copywriter is Dean Turney and the art director Roger Pearce. The
media agency is New PHD Compass and the production company TTO2. The ads
were directed by Martin Brierley.