EDF Energy is launching an ad offensive against British Gas with a campaign that will attempt to steal customers from its rival, which increased its energy prices last month.
The press and poster campaign, which breaks next week, will use the tagline “Smile. You don’t have to stay with British Gas – switch to our Dual Fuel price promise now”. The campaign, created by Maher Bird, also promises EDF will be “cheaper than British Gas from now until at least 2006”. Media planning and buying is handled by Manning Gottlieb OMD.
This is the first marketing onslaught since the British Gas price hike. Industry observers say that, as a result, British Gas could lose more than 1 million customers.
In response, British Gas has already sent its customers a 16-page booklet, called “In the Know – Energy Prices Explained”, explaining the reasons behind the increase (MW September 2).
EDF Energy has sold off its 20,000 fixed-line telephone customers using London Energy, SWEB Energy and Virgin HomePhone to Tunbridge Wells-based Adept Telecom.