10th July 2008
Marketing Week
TBG London has won a major brief from npower for two of its online products. npower will be the first utility company that TBG has worked with, as it expands its expertise into new sectors.
TBG has been given specific briefs for npower’s standard ‘Online Tariff’ product as well as ‘Juice’, an eco-friendly electricity product. The campaigns will use display, email and some search advertising on a CPA basis to encourage users to switch to npower.
Contextual display ads will run on various portals, as well as on niche sites such as UpMySteet.com to target specific areas of the country. Online creative will be produced by TBG and will use characters used in offline activity to encourage consumers to switch energy providers to npower.
Simon Mansell, TBG’s managing director, said: “npower is a great household name to add to our roster. Attracting a utilities brand demonstrates the success of our strategy of entering new markets this year. We believe our campaigns for npower’s products will prove that our CPA model is the most successful and cost-effective way for brands, regardless of sector, to get the best from their digital advertising spend.”
David Bond, Head of Campaign Management at npower, said: “Increasingly consumers are turning online to compare utilities prices and find new deals from providers, so it makes commercial sense for us to invest more of our resources in online advertising, particularly for growth areas such as environmentally-friendly energy packages. TBG’s performance-based model was a compelling proposition for us and they impressed us with their hunger and enthusiasm.”
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