TBG London has been appointed by npower to handle campaigns to increase customers for two of the energy supplier’s online products. It won the business without a pitch.
The business was previously handled by Vizeum but TBG took the brief after offering to deliver new customers on a lower cost per acquisition basis.
The campaigns will support npower’s standard Online Tariff and its eco-friendly electricity product Juice, and will include display, email and CPA search advertising to coax consumers to switch to npower.
The campaigns will also include contextual display ads on various portals, as well as niche sites such as UpMy-
Street.com to target specific areas of the country. TBG will produce the online ads, which will be consistent with the offline advertising for the products.
David Bond, head of campaign management at npower, says that consumers are increasingly turning online to compare utilities prices and to find new deals from providers.
He says: “It makes commercial sense for us to invest more of our resources in online advertising, particularly for growth areas such as environmentally friendly energy packages.”
Npower is the retail arm of RWE npower, an integrated UK energy supplier that is part of the German utility company RWE Group. The company operates and manages power stations and is developing energy-related technologies. RWE npower serves around 6.8 millon customers through npower.