The energy firm is considering potential merchandise options inspired by the cartoon character following, it claims, requests from consumers. The idea stems from a direct marketing initiative EDF launched last year to source ways to extend the character beyond its main advertising campaigns.
The move is part of a wider strategy to strike a stronger emotional connection with customers.
A new television campaign, part of the company’s ‘Feel Better Energy’ marketing push, launches next week (8 April) with a TV campaign (see below) showing Zingy and a Basset Hound avoiding several hazards on their journey to an EDF powered home. Outdoor, print and digital activity will support the ad, which promotes the energy firm’s fixed price Blue + Price Promise tariff.
EDF claims the service, which debuted last April, helped it become the UK’s fastest growing energy firm in 2012 after it acquired 1.2 million new customers following its launch.
Cam Hughes, head of brand at EDF Energy told Marketing Week: “The industry is moving to a place where customers will have the ability to control your energy consumption from their phones. This will be a massive area for us and is some thing we’re looking at, particularly around apps and how we use them to be more engaging.
“Given the prevailing levels of cynicism in the market being more rational through our marketing isn’t going to appeal to customers in the way we need it to. We’re trying to be more entertaining to get customers to sit up and take notice.”
The approach aims to attract new customers primarily, but the business will also promote its ‘Thank You’ reward program to foster loyalty among existing bill payers. Additionally, the EDF Energy London Eye will feature in marketing activity during the second half of the year following its use in the company’s Olympic Games 2012 sponsorship campaign.