Npower film tie-up puts pressure on Powergen

RWE-owned npower kicks off a new campaign this week as part of dual-branded initiative to tie in with the launch of SpiderMan 3 in the UK next week.

The campaign is rolled out online this week, with press and poster ads to follow next week. Activity will be concentrated in London and in areas where energy rival Powergen, owned by Eon, has a stronghold as npower seeks to encourage consumers to switch from Powergen to npower.

Npower has been aggressively targeting regions where Eon/Powergen has a strong customer base. It has a tie up Norwich City FC selling a product called Canary Energy, while Powergen sponsors local rival Ipswich.

The film tie-up follows a similar initiative last year, which saw npower team up with the Superman film to build brand awareness.

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