EDF Energy, the UK’s leading producer of low carbon electricity, is bringing its popular mascot, Zingy, back for a fully integrated campaign to celebrate the success of its pioneering Blue +Price Promise tariff.
A new advertising campaign, created by AMV BBDO, sees Zingy hitch a ride on the back of a new friend – a loveable basset hound – as he scales garden fences and obstacles to make his way back home to a house powered by EDF Energy’s Blue. The campaign is designed to celebrate the fact that over a million energy accounts now come home to Blue, which is EDF Energy’s most successful product launch to date.
The fully integrated campaign will combine advertising and below the line activity, and will break with digital and social media activity, with the 30 second advert premiering on 8th April. High profile targeted launch spots have been secured around ITV’s leading drama series, Broadchurch; Gordon Ramsay’s Kitchen Nightmares USA on Channel 4, as well as the eagerly anticipated Manchester derby on Sky Sports. The TV advertising will be supported by prominent outdoor placements, a targeted direct mail campaign as well as high impact national print ads from 15th April.
Cameron Hughes, Head of Brand, EDF Energy says. “Our brand mascot Zingy has proved incredibly popular with UK consumers, bringing to life our Feel Better Energy proposition and positioning EDF Energy as behaving differently within the energy sector. We’re proud that since the launch of Feel Better Energy a year ago, there are now over one million Blue energy accounts demonstrating that our range of Blue products are in tune with what consumers want from their energy provider.”
As part of the campaign, EDF Energy will be launching a new market-leading fixed tariff, Blue+ Price Promise February 2015 on 9th April. EDF Energy Blue +Price Promise tariffs not only guarantee customers that their energy prices will be fixed at a competitive rate but also the gives them the flexibility to leave for free at any point if they find a cheaper deal. It comes with an industry first price promise which means the company will tell customers if a rival brings out a tariff which saves them the equivalent of £1 a week or more at typical consumption.
Customers are also guaranteed that all their electricity they use will be matched by low carbon electricity generated by nuclear power stations without paying a premium.
The advertising campaign was created by London-based AMV BBDO, with Havas Media handling media strategy and placement and Wunderman leading below-the-line activity.
Project name: EDF Energy
Client: Martin Stead, Marketing Director, EDF Energy
Creative agency: AMV BBDO
Copywriter: Andy Booth
Art director: Andy Booth
Planning director: Craig Mawdsley, Raquel Chicourel, Shannon Singh
Production company: Therapy Films
Editor: Rachael Spann at EastEight Editing
Colourist:Aubrey Woodiwiss at The Mill.
Sound : The Lab
Media agency: Havas Media
Below the line agency: Wunderman