Yorkshire Electricity seeks to reposition with Rapier TV work

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.

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