PowerGen’s brand-building campaign targets students

PowerGen is targeting students as part of a national brand-building campaign, believed to have been prompted by recent ads from British Gas.

British Gas launched its latest TV and press campaign at Easter. The customer campaign highlighted the 2 million consumers who have decided to come back to British Gas after dalliances with rival companies (MW April 12).

The PowerGen campaign, called “Revision”, is based on research into the use of energy in students’ home study environments. The campaign begins this week to tie in with the forthcoming GCSE exams.

It follows PowerGen’s &£13m branding campaign launched in January this year.

The PowerGen campaign will also include a “Revision Prototype”. This is a mocked-up room, which is designed to encourage people to control their environment. The room will be displayed in various parts of the country.

The company has also developed the “Parents’ Eight Step Plan to Exam Success”, and the company has published a PowerGen Home Revision Guide for parents on its website.

A spokeswoman for PowerGen says: “The aim of this campaign is to add warmth to the brand in a world where other utility companies focus primarily on price and products.

“PowerGen wanted to create a campaign that is relevant to the consumer while simultaneously showing the importance of energy in the home.”

PowerGen was acquired by German utility company Eon, in a deal worth &£9.6bn, earlier this month (MW April 12).

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