Gas and electricity provider Seeboard Energy is embarking on its
largest marketing push since deregulation in 1998. The campaign will aim
to shift the brand away from a price-led approach.
The integrated campaign through Archibald Ingall Stretton (AIS) includes
TV, outdoor, press, direct marketing, online activity and a
telemarketing drive targeting Seeboard's two million existing
It aims to create a point of difference for Seeboard by conveying how
customers benefit from its strategy of focusing on its core strengths -
providing gas and electricity. The TV ads feature Seeboard staff and use
the strapline 'where does it all come from?' referring to their energy
Other utilities companies, such as Scottish Power, have come under
criticism for attempting to diversify into areas such as finance and
telecommunications and then being forced to withdraw.
Earlier this year Scottish Power invested heavily in joint ventures to
sell telecoms and financial services, but abandoned its diversification
strategy after crippling set-up costs took their toll.
Sales and marketing director Nigel Samuels said: "Lots of other energy
companies have been trying to get into other areas such as
telecommunications, but we believe dedicating our focus in the energy
space will serve best."
Samuels declined to comment on the budget for the campaign, but said it
was a "multi-million pound spend".
The push follows a strategic review that began in June and led to the
appointment of through-the-line agency AIS to Seeboard's roster.