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ADVERTISING CAMPAIGNS

Energy Saving Trust ‘Dave’ advert

Agency: Mother

Client: Energy Saving Trust

The Energy Saving Trust, the UK's leading organisation set up to help fight climate change, is launching a brand new TV and radio advertising campaign by Mother London.

Research by the organisation indicates consumers want to save money at home but are confused about who to listen to for energy saving advice.

The new campaign is designed to emphasise why the Energy Saving Trust is the place to go for free, impartial energy saving advice, and encourage consumers to take action to stop wasting domestic energy.

The animated advert which was devised by Mother and directed by Nexus Productions, aims to drive awareness amongst UK consumers of the need to stop wasting energy at home. It features a friendly and enthusiastic character called “Dave” who is voiced by actor and comedian Matthew Horne (Gavin from the BBC’s ‘Gavin and Stacey’).

The first TV burst will run for four weeks up until October 19, which is the start of Energy Saving Week 2009. The second burst is planned to run from 4th to 31st January. The TV ads will supported by four radio ads also created by Mother and an online advertising campaign using TV ad as a pre-roll.

“Unnecessary waste is increasingly seen as Household Enemy No.1 nowadays, and many householders have made great strides to stop wasting resources at home,” said Marketing Director at the Energy Saving Trust, Matt Wright.

“Our new campaign is designed to inspire householders to continue to think innovatively about how they can stop wasting energy in their home; to spur them on to keep up the good work!”

He added, “Our research indicates while consumers are concerned about the environment, what they really want is easy-to-do advice with tangible benefits.  Dave will be offering some unusual, entertaining tips alongside typical advice about how to avoid wasting energy.

“We’re sure Dave’s honest and entertaining charm will win-over householders, empowering them to re-think their domestic energy consumption by talking to the Energy Saving Trust for lots of ideas.”

AJR
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