Launch print. Summation of concept.
Londoners deserve a better deal on their energy. Every year, Londoners spend an estimated £3.5 billion on gas and electricity household bills. Despite this, the capital has some of the lowest rates of switching between providers in the country.
The Mayor of London’s Office is seeking to change that with the founding of London Power, the new affordable energy company exclusively for Londoners.
On behalf of the Mayor’s Office, and the Greater London Authority, we were challenged to launch London Power and drive a measurable shift in the number of Londoners likely to switch supplier.
An adaptable fluent device.
The utilities category is crowded and low-interest. Londoners, more than most, are apathetic about switching energy supplier.
We identified that being distinctive, engaging and memorable, will give London Power the best chance of success in overcoming customer apathy and driving Londoners to switch.
Sadiq Khan tweets about the campaign ...
and flicks the launch switch.
London Power is here to shake up the status quo in the energy industry.
Competitive prices, 100% renewable electricity, no exit fees and any profits made reinvested into community projects makes London Power different to any other supplier.
Our campaign ‘A Different Kind of Energy’, aims to highlight this difference and emphasise that London deserves an energy company as different as it’s people.
The hero of the campaign is a vibrant macaw – the mascot designed to personify difference and London Power’s intent to stand out from the crowd. Our hero macaw also embodies London Power’s brand colours for added memorability.
We know from System 1's analysis that fluent devices like the macaw drive success in terms of extra share of voice and more efficient acquisition of new customers driving revenue and profitability.
Too early to tell, it's just launched. We'll update as soon as we can.
LONDON POWER LAUNCH (Creative/ Fluent Device)
Londoners deserve a better deal on their energy. The Mayor of London’s Office is seeking to offer a better deal with the founding of London Power, the new affordable energy company exclusively for Londoners. This is the launch campaign.