Energy company npower is launching a customer reward programme, backed by a &£4m television, poster, press and below-the-line advertising campaign, emphasising the in-home benefits the npower service can offer.
The reward programme, which launches in October, has signed up a raft of partners – including Thomas Cook, John Lewis Direct, Powerhouse and Green Flag – that will be offering npower customers vouchers to use in-store, discounts on holidays and other benefits. Npower has also signed up a home and gardens magazine publishing house, a subscription TV platform, a petrol station chain and a leading driving school, but has not yet named them.
Creative work is by Rapier, with media buying by MGM, and sales promotion by Tequila. The TV advertising breaks on September 16, with two executions. One features npower’s triple product offer – gas, electricity and telephone – and the other a “win a home” competition offering the chance to win &£200,000. Both use the strapline: “Are you npowered?”
The campaign will be supported by npower’s sponsorship of Channel 4’s home-related programming strand – npower4homes – which includes the house-buying programme, Location, Location, Location, decor show, From House to Home, and Nigella Lawson’s new series, Nigella – Forever Summer. The week before the campaign breaks features the npower-sponsored Test Match between England and India.