PowerGen’s brand-building campaign targets students

PowerGen is targeting students as part of a national brand-building campaign, believed to have been prompted by recent ads from British Gas.

British Gas launched its latest TV and press campaign at Easter. The customer campaign highlighted the 2 million consumers who have decided to come back to British Gas after dalliances with rival companies (MW April 12).

The PowerGen campaign, called “Revision”, is based on research into the use of energy in students’ home study environments. The campaign begins this week to tie in with the forthcoming GCSE exams.

It follows PowerGen’s &£13m branding campaign launched in January this year.

The PowerGen campaign will also include a “Revision Prototype”. This is a mocked-up room, which is designed to encourage people to control their environment. The room will be displayed in various parts of the country.

The company has also developed the “Parents’ Eight Step Plan to Exam Success”, and the company has published a PowerGen Home Revision Guide for parents on its website.

A spokeswoman for PowerGen says: “The aim of this campaign is to add warmth to the brand in a world where other utility companies focus primarily on price and products.

“PowerGen wanted to create a campaign that is relevant to the consumer while simultaneously showing the importance of energy in the home.”

PowerGen was acquired by German utility company Eon, in a deal worth &£9.6bn, earlier this month (MW April 12).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here