MEDIA: London Electricity TV debut

London Electricity is taking its brand to television for the first time after agreeing to sponsor LWT’s weather bulletins.

London Electricity is taking its brand to television for the first

time after agreeing to sponsor LWT’s weather bulletins.



The electricity and gas supplier will sponsor the bulletins from this

Friday as it seeks to build awareness of its brand across the South-east

in face of increased competition in the energy markets. The previous

sponsor was First Choice Holidays, which took over from Legal & General

in 1995.



Simon Carter, head of residential marketing at London Electricity, said:

’This is our first exposure on TV and we’re hoping to take the brand to

new areas. TV is a great medium but we’re putting our toes in the water

to see if it’s successful for us. If this works we’ll look at developing

full TV campaigns.’



London Electricity’s branding will feature on all six of LWT’s weekend

bulletins. It hopes that viewers will identify a direct link between its

services and the weather conditions, particularly during the winter

season.



The utility’s on-air look has been devised by its advertising agency,

First City, and production agency, the Production Factory. A series of

idents linking London Electricity with weather conditions have been

developed.



London Electricity, which has around two million customers, began

selling gas in May. Last month it was acquired by French-based utility

EDF.



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