SSE asks billpayers to ‘see energy through new eyes’ in brand revamp

SSE is launching its revamped marketing strategy with an advertising campaign celebrating the “wonderful things” energy fills consumers’ lives with as it looks to stand out in a market where tariff prices from the biggest suppliers are becoming more standardised.

The campaign is a change from the energy supplier’s usual price-focused efforts, encapsulating a shift to what has claimed is more customer-orientated. It revolves around a TV advert, launched this weekend (4 October) that boasts of how “proud” it is to power over 9 million UK homes and businesses.

The Adam&EveDDB-created ad introduces Maya the Orangutan, who travels from a rainforest to a city where she marvels at how energy makes a difference to everyday lives. From a gas cooker heating a meal in a restaurant to the electricity powering a grandfather’s laptop as he talks to his grandchildren, SSE says the ad aims to highlight the “actions it is taking to make a difference”.

SSE has spent the last year developing the concept, hiring former Mars marketing director Jenny Ashmore last August to communicated a revamp of its customer service commitments. The commitments form part of a wider charter to help people save money, make their lives easier and offer timely assistance.

Will Morris, SSE Group managing director for retail, says: “We want to communicate with our current and prospective customers in a way that is engaging and this campaign seeks to do that. It captures the wonderful things energy enables us to do in our lives and highlights SSE’s actions to make a difference for customers and the UK energy sector as a whole – making it more affordable, simple and rewarding.”

YouTube content, produced in partnership with some of the platform’s most popular talent will develop the concept further in the coming months. The campaign will also promote the SSE Reward scheme, which is being used to showcase its burgeoning entertainment offering at the SSE Arena Wembley and SSE Hydro in Glasgow.

SSE, which is the only UK supplier to freeze standard energy prices until 2016, hopes the ad restores some of the trust it has lost over the last 18 months following criticisms from Ofgem, the Government and consumer groups over soaring bill prices. The energy supplier’s brand took a heavy knock last year after it was fined £10.5m by the industry regulator for repeatedly mis-selling services.

SSE’s customer-led shift reflects a wider marketing change affecting the rest of the Big Six energy providers in the wake of reforms from Ofgem earlier this year. Suppliers have been forced to simplify their tariffs so that customers can find the best deals more easily, a move that has heaped pressure on brand building to woo customers in a market where prices are more comparable.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here