The utilities firm’s Energy Savings division unit, which provides energy efficiency solutions, is being positioned as a more strategic part of the business to capitalise on growing public interest in the sector amid the political debate around rising bills.
Npower’s energy consumption services will be pushed more prominently in 2014 alongside its tariffs with the business looking to promote a value proposition around “making energy efficiency easier” through upcoming campaigns.
The first glimpse of the revamped positioning is shown through a nationwide push to visualise energy waste to homeowners using thermal imaging cameras (see video). Npower is initially taking the cameras to high footfall areas in the South West offering visitors to branded trailers the chance to have their thermal image taken and emailed back to them. The campaign will eventually be rolled out to other regions with Npower saying it wants to apply a modular, “test and learn” approach to compensate for not having enough budget for a full nationwide push.
The campaign (see video below) will also include content fronted by property expert and TV presenter Phil Spencer as well as images of famous UK landmarks such as the Houses of Parliament.
Npower has spent the past 18 months overhauling the marketing proposition for its Energy Services division that has seen it appoint David Nottingham as its top marketer. It led to the marketing team expanding from 3 to 23 with the expanded team shaped around data, emerging channels, product marketing and campaign activation.
The changes aim to bring the company’s energy conservation services, which are supplied through third party companies, more in line with the master brand after claiming it was not getting any “tangible benefit” to the “thousands of improvements” it has been making across the UK.
Nottingham told Marketing Week the brand building it has done during this time has been given a greater sense of relevancy since October when price rises led to energy becoming the number one political debate.