New Campaign – Powergen

Powergen is promoting green energy by rolling out a poster campaign on billboards featuring mini-wind turbines.

The fully operational machines will appear above the energy company’s outdoor execution “Positive Energy” on selected JC Decaux 48- and 96-sheet sites.

JC Decaux’s Innovate division created the campaign, which will run in Manchester, Nottingham, Leicester and Coventry. The work was planned by outdoor specialist IPM and Powergen’s media agency Initiative.

Powergen has previously used gigantic, energy-efficient light bulbs in executions to highlight its green credentials.

Powergen advertising manager Helen Tye says: “The wind turbine campaign is a way to develop our Positive Energy message.

“Ground-breaking concepts such as these allow us to broadcast our commitment to the energy of the future to a wide audience, in an unforgettable way.”

JC Decaux group marketing director David McEvoy adds: “This demonstrates Innovate’s ability to develop outdoor solutions that turn the medium into the message in a relevant way.”

Last year, Scottish Power rejected a bid from Powergen’s parent group, German utility provider E.ON, which valued the company at about &£11.3bn.

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