Npower pushes “easy-to-understand” bills

Npower is introducing “easy-to-understand” bills in a bid to differentiate itself in the fiercely competitive energy market.

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The energy supplier is to launch a campaign to push its new style bills, which incorporate feedback from consumer group Which? and Consumer Focus.

According to npower, it is the first time an energy supplier has focused a television campaign around its bill design and layout.

Npower marketing director Kevin Peake says: “A criticism often levelled at energy suppliers is that gas and electricity bills can be complicated to understand.

“A bill is one of the few types of communication that customers are committed to open and read so it’s vital we get it right.”

Npower also hopes the campaign will improve customer engagement, which it admits is a difficult task for energy suppliers as they rarely get the chance to directly communicate with customers beyond billing.

The new bill-focused promotion features an animated character solving a Countdown-style conundrum, with the strapline “Clearer bills from npower”.

Subsequent activity for the campaign includes sponsorship of quiz and crossword sections in regional press and running ads in Football League matchday programmes.

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