The Mayor of London’s office is launching the first integrated ad campaign to promote the launch of London Power, a new energy company available exclusively to Londoners, devised by MSQ Partners’ agency The Gate London.
Every year, residents in the capital spend an estimated £3.5bn on gas and electricity household bills, yet London has some of the lowest rates of switching between providers in the UK. It also has high levels of pre-payment meters usages, and low levels of energy efficiency measures, smart meters, and solar panels.
London Power has been set up by London Mayor Sadiq Khan in partnership with Octopus Energy to address these issues, offering customers competitive energy prices, 100% renewable electricity and no exit fees.
Any profits made by City Hall will be reinvested into community projects to help tackle fuel poverty and make London a zero-carbon city. All Londoners will be able to switch to London Power at the firm’s website www.mylondonpower.com.
The ad campaign, called “A Different Kind of Energy”, aims to highlight that London deserves an energy company as different as its people. One that is fair and affordable for all. The campaign is fronted by macaw, a mascot designed to personify difference and embody London Power’s intent to stand out from the crowd.
Created by The Gate, which was appointed to lead strategy on the ad account following a competitive pitch at the end of 2019, the campaign will run across outdoor, radio, digital and social from this month. Sister agency Smarts is leading the PR activity.
Gate London chief executive Jamie Elliott said: “London Power stands to really shake things up and we look forward to seeing it grow quickly and be the go-to energy supplier for all Londoners.”
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